Marketing 4.0 describes a phase of marketing from around 2010 that focuses on digitalization and people-centricity. The internet and social media become central and pose new challenges. Marketing is moving away from a sales orientation towards a people and dialog orientation.
Source: WKO, 2024
https://www.wko.at/oe/tourismus-freizeitwirtschaft/digitalunterwegs-lang.pdf
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