The impact of modern technology on changing marketing actions in organisations. Marketing 4.0

The article presents the theory that modern technologies are changing the way in which marketing is organised and that they will transform the prevailing composition of the market, while enterprises should come to terms with the act that having a market share will no longer suffice to maintain the market leader position. The aim of this paper is to provide an overview of the key challenges generated by technological innovations and to identify the opportunities for marketing in light of the new communication and information technologies so that quantifiable benefits can be gained. The research topic underpinning this paper is: … Czytaj więcej »