<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The holistic approach to Industry 4.0 requires a broader look at the changes taking place in the area of marketing. Therefore, this article mainly aims to present an outline of changes in marketing for companies implementing the concept of Industry 4.0 in the context of Design Principles of Industry 4.0. The authors propose a conceptual framework for Marketing in Industry 4.0, deriving from the guidelines for designing strategies to implement Industry 4.0.</p><p>The paper allows a better understanding of the Industry 4.0 phenomenon in the context of changes in the area of marketing in general and in industrial markets in particular. The conceptual framework presented in the article suggests a need for a new approach to shaping marketing strategies and the marketing mix in the Fourth Industrial Revolution and helps in identifying the key areas for the marketing mix according to the Industry 4.0 concept.</p></abstract>

The holistic approach to Industry 4.0 requires a broader look at the changes taking place in the area of marketing. Therefore, this article mainly aims to present an outline of changes in marketing for companies implementing the concept of Industry 4.0 in the context of Design Principles of Industry 4.0. The authors propose a conceptual framework for Marketing in Industry 4.0, deriving from the guidelines for designing strategies to implement Industry 4.0.The paper allows a better understanding of the Industry 4.0 phenomenon in the context of changes in the area of marketing in general and in industrial markets in particular. The conceptual framework presented in the article suggests a need for a new approach to shaping marketing strategies and the marketing mix in the Fourth Industrial Revolution and helps in identifying the key areas for the marketing mix according to the Industry 4.0 concept.

Marketing principles for Industry 4.0 — a conceptual framework

Engineering Management in Production and Services

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Marketing principles for Industry 4.0 \u2014 a conceptual framework"}

The holistic approach to Industry 4.0 requires a broader look at the changes taking place in the area of marketing. Therefore, this article mainly aims to...

Marketing principles for Industry 4.0 — a conceptual framework

Published Online: Nov 19, 2019

Page range: 9 - 20

Received: May 02, 2019

Accepted: Sep 15, 2019

DOI: https://doi.org/10.2478/emj-2019-0016

Keywords
Industry 4.0, digital marketing, digital transformation, Fourth Industrial Revolution

© 2019 Katarzyna Nosalska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Marketing principles for Industry 4.0 — a conceptual framework

Published Online: Nov 19, 2019

Page range: 9 - 20

Received: May 02, 2019

Accepted: Sep 15, 2019

DOI: https://doi.org/10.2478/emj-2019-0016

KeywordsIndustry 4.0, digital marketing, digital transformation, Fourth Industrial Revolution

© 2019 Katarzyna Nosalska et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
Industry 4.0, digital marketing, digital transformation, Fourth Industrial Revolution