Marketing 4.0 and A Conceptual Study at the Center of Experience Concept

Abstract

In the information age that we are in, the development of the internet and communication technologies at an unprecedented pace has caused to the development of industries and the emergence of Industry 4.0. In relation of features of these technologies, competition has started to be occurred intensely and on a more global scale. The development of industries and particularly the inclusion of the internet in all value chains created an effect on the purchasing behaviours of customers and set ground for the marketing area, which is the gateway of the industry to the customers, to change to the Marketing 4.0. The fact that today's customers do not only make rational decisions in their purchasing behaviours, but also experience-oriented behaviour has gained importance in the context of marketing 4.0, particularly in terms of practitioners taking into consideration the changing customer demands and expectations in creating experience. With this study, it is planned to draw a conceptual framework in the context of a detailed examination of the development process and the concept of marketing 4.0 at the center of experience in parallel with technology. Being well understood of the development process of marketing is important in terms of assimilating necessity for Marketing 4.0 and providing integration of technological development with marketing. The main purpose of the study is understanding these development processes and expand awareness about those necessities while forming the future marketing.