Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis

View Sample PDF

Author(s): Ana Isabel Jiménez-Zarco (Open University of Catalonia, Spain), Asher Rospigliosi (Brighton University, UK), María Pilar Martínez-Ruiz (University of Castilla la Mancha, Spain)and Alicia Izquierdo-Yusta (University of Burgos, Spain)
Copyright: 2017
Pages: 24
Source title: Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-2139-6.ch005

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis on the publisher's website for pricing and purchasing information.

Abstract

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 marketing 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 changing 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.

The IRMA Community

Research IRM

Marketing 4.0: Enhancing Consumer-Brand Engagement through Big Data Analysis

Purchase

Abstract

Related Content

IRMA Sponsors