Supervisors info:
Δρ. Αθανάσιος Παπαδημητρίου, Οικονομολόγος, Τμήμα Οικονομικών επιστημών, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Summary:
In modern times, the challenges that the business world is facing, are enormous. The environment is changing rapidly, influencing the needs and behavior of consumers. Companies and organizations, regardless of industry, are called upon to respond in a timely manner and to adapt to all these changes, adapting respectively their production and the product itself, which must meet the needs, the consumer desires and feelings, as much as possible.
Of course, the marketing sector has also undergone major changes. Traditionally, marketing has focused on the production and sale of products, characterized by mass production and standardization. The means of promotion were mainly television, radio, press, etc. Then, with the internet revolution, marketers were forced to adapt their approach, integrating their activities in the world of internet and social media, in their effort to meet the needs of consumers. The focus was now on the customer and not on the product.
Developments were complemented by the shift of consumers to products and services that were environmentally friendly and contributed to the well-being of society as a whole. As a result, companies have incorporated marketing strategies and the promotion of their ecological and social image, in an effort to listen to the concerns of consumers, always guided by their profitability and increasing their customer base.
In modern times, using the most advanced technology and big data technology, businesses can fully monitor the process followed by consumers, until they make their final purchasing decision. Consumers interact and are influenced both by their communication with the business itself and by the information they receive from other consumers, talking to them either online or offline. Consumers now participate in the creation of products and are actively involved in the whole process. It seems that marketing is a dynamic sector, which influences but is mainly influenced by the changes that occur in the world and in the mind and behavior of consumers. This study will discuss the main features of the four generations of marketing, from marketing 1.0 to marketing 4.0 and especially the changes that have forced marketers to adapt their vision and strategy.
Keywords:
marketing, transition from marketing 1.0 to marketing 4.0, internet, technology, globalization, big data.
