engleski

CONTRASTS OF CONTEMPORARY MARKETING

In the time of the 4th Industrial Revolution, based on new technologies and new paradigms, new entrepreneurial ventures, and new business models are developing. At the same time, consumers' awareness of their new role and market power is being brought to them by laws and new communication technologies. In these and such circumstances, the marketing business philosophy of the globalized market is also developing. The subject of research in this paper is fourth- generation marketing. The research aims to determine the relationship between traditional and digital marketing and whether traditional marketing will soon disappear. The paper presents the results of the survey that will be presented by first presenting the essential environmental factors that have throughout history influenced the development of business philosophy and marketing practices, then exposing the key trends that shape current market conditions and the main characteristics of marketing 4.0 in the context of the presentation of marketing generations. The special section contains a comparison to determine the relationship between traditional and digital marketing.

the 4th Industrial Revolution ; marketing 4.0 ; traditional marketing, digital marketing

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