Marketing evolves in parallel with technology. During the last five years, Marketing 3.0 has become the most innovative marketing approach, but of growing, is research focusing on Marketing 4.0: the market- ing of big data. Much has been speculated, but academic journals have published little about Marketing 4.0. Maybe, because the total understanding of Marketing 4.0 requires: firstly, a depth knowledge about the evolution of marketing, especially about Marketing 3.0, and secondly, an analysis of how a range of technology –not only the Internet and social media- can be used to design marketing strategies that enhance the brand-consumer relationship. Taking into account how consumers’ behavior has been chang- ing since the beginning of this century, this chapter seeks to review Marketing 4.0 concepts, analyzing how big data can be used to enhance the consumer-brand relationship.
|Title of host publication||Socio-Economic Perspectives of Consumer Engagement and Buying Behaviour|
|Editors||H.R. Kaufmann, M.F.A. Khan Panni|
|Place of Publication||UK|
|Publisher||Business Science Reference|
|Number of pages||24|
|Publication status||Published - 6 Jan 2017|
Jimenez-Zarco, A. I., Rospigliosi, A., Martinez-Ruiz, M. P., & Izquierdo-Yusta, A. (2017). Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis. In H. R. Kaufmann, & M. F. A. Khan Panni (Eds.), Socio-Economic Perspectives of Consumer Engagement and Buying Behaviour (pp. 94-117). Business Science Reference. https://doi.org/10.4018/978-1-5225-2139-6.ch005