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Journals / İnsan ve Toplum Bilimleri Araştırmaları Dergisi / 2019 / Cilt: 8 - Sayı: 3

Change from Marketing 1.0 to Marketing 4.0

Pazarlama 1.0’dan Pazarlama 4.0’a Doğru Değişim

ESMA DURUKAL
Pages
1613–1633
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, the differences between these approaches and the integration of firms into the process will be discussed.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In order to create a sustainable competitive advantage and adapt to today's digital change; it is imperative that companies follow the evolution in marketing and update themselves continuously according to this transformation.
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Key Findings & Data:Marketing concept ranges from marketing 1.0, which is characterized as product-oriented approach, to marketing 2.0, which is characterized as customer-oriented approach, to marketing 3.0, which is characterized as value-focused approach, and to marketing 4.0, which is characterized as virtual reality-oriented approach.
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Conclusion & Impact:In addition, the differences between these approaches and the integration of firms into the process will be discussed.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Pazarlama 1.0 · Pazarlama 2.0 · Pazarlama 3.0

Abstract

In order to create a sustainable competitive advantage and adapt to today's digital change; it is imperative that companies follow the evolution in marketing and update themselves continuously according to this transformation. In today's conditions, firms have shifted to a marketing concept that gives importance to digitalization instead of traditional understanding. Marketing concept ranges from marketing 1.0, which is characterized as product-oriented approach, to marketing 2.0, which is characterized as customer-oriented approach, to marketing 3.0, which is characterized as value-focused approach, and to marketing 4.0, which is characterized as virtual reality-oriented approach. The purpose of the study is to explain the change from marketing 1.0, which is a traditional understanding of marketing, to marketing 4.0, which is today’s digital understanding of marketing within a conceptual framework. In addition, the differences between these approaches and the integration of firms into the process will be discussed.

Özet

Sürdürülebilir bir rekabet avantajı yaratmak, günümüz dijital değişimine uyum sağlamak için firmaların pazarlamada meydana gelen evrimi takip etmesi ve kendilerini sürekli olarak bu dönüşüme göre güncellemesi zorunlu bir nitelik taşımaktadır. Firmaların günümüz şartlarında geleneksel anlayış yerine dijitalleşmeye önem veren bir pazarlama anlayışına geçişi söz konusudur. Pazarlama anlayışı, ürün odaklı yaklaşım olarak nitelendirilen pazarlama 1.0’dan, müşteri odaklı olarak nitelendirilen pazarlama 2.0, değer odaklı anlayış olarak nitelendirilen pazarlama 3.0 ve sanal gerçeklik odaklı pazarlama 4.0 anlayışı olarak değişim göstermiştir. Bu çalışmanın amacı, geleneksel pazarlama anlayışı Pazarlama 1.0’dan günümüz dijital pazarlama anlayışı Pazarlama 4.0’a yolculuk sürecindeki değişimi kavramsal çerçevede anlatmaktır. Ayrıca bu yaklaşımlar arası farklılıklar ve bu sürece firmaların entegrasyonundan bahsedilecektir.

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Cite This Article

DURUKAL, E. (2019). Change from Marketing 1.0 to Marketing 4.0. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, Cilt: 8 - Sayı: 3, 1613–1633. https://ajindex.com/articles/270175

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