{"id":"https://openalex.org/W4245684334","doi":"https://doi.org/10.4018/978-1-5225-7501-6.ch113","title":"Marketing 4.0","display_name":"Marketing 4.0","publication_year":2018,"publication_date":"2018-11-06","ids":{"openalex":"https://openalex.org/W4245684334","doi":"https://doi.org/10.4018/978-1-5225-7501-6.ch113"},"language":"en","primary_location":{"id":"doi:10.4018/978-1-5225-7501-6.ch113","doi":"https://doi.org/10.4018/978-1-5225-7501-6.ch113","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-5225-7501-6.ch113","pdf_url":null,"source":{"id":"https://openalex.org/S4306463409","display_name":"IGI Global eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Web Services","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4241210020","display_name":"Web Services"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5005791594","display_name":"Ana Isabel Jim\u00e9nez\u2010Zarco","orcid":"https://orcid.org/0000-0002-8980-6814","observed_orcids":["https://orcid.org/0000-0002-8980-6814"]},"institutions":[{"id":"https://openalex.org/I138847295","display_name":"Universitat Oberta de Catalunya","ror":"https://ror.org/01f5wp925","country_code":"ES","type":"education","lineage":["https://openalex.org/I138847295"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Ana Isabel Jim\u00e9nez-Zarco","raw_affiliation_strings":["Open University of Catalonia, Spain"],"raw_orcid":"https://orcid.org/0000-0002-8980-6814","affiliations":[{"raw_affiliation_string":"Open University of Catalonia, Spain","institution_ids":["https://openalex.org/I138847295"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5041954637","display_name":"Asher Rospigliosi","orcid":"https://orcid.org/0000-0002-7356-9850","observed_orcids":["https://orcid.org/0000-0002-7356-9850"]},"institutions":[{"id":"https://openalex.org/I71637028","display_name":"University of Brighton","ror":"https://ror.org/04kp2b655","country_code":"GB","type":"education","lineage":["https://openalex.org/I71637028"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Asher Rospigliosi","raw_affiliation_strings":["Brighton University, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Brighton University, UK","institution_ids":["https://openalex.org/I71637028"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5046684746","display_name":"Mar\u00eda Pilar Mart\u00ednez\u2010Ruiz","orcid":"https://orcid.org/0000-0002-5890-5174","observed_orcids":["https://orcid.org/0000-0002-5890-5174"]},"institutions":[{"id":"https://openalex.org/I79189158","display_name":"University of Castilla-La Mancha","ror":"https://ror.org/05r78ng12","country_code":"ES","type":"education","lineage":["https://openalex.org/I79189158"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Mar\u00eda Pilar Mart\u00ednez-Ruiz","raw_affiliation_strings":["University of Castilla la Mancha, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Castilla la Mancha, Spain","institution_ids":["https://openalex.org/I79189158"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5003034292","display_name":"Alicia Izquierdo\u2010Yusta","orcid":"https://orcid.org/0000-0001-5894-6577","observed_orcids":["https://orcid.org/0000-0001-5894-6577"]},"institutions":[{"id":"https://openalex.org/I46176106","display_name":"Universidad de Burgos","ror":"https://ror.org/049da5t36","country_code":"ES","type":"education","lineage":["https://openalex.org/I46176106"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Alicia Izquierdo-Yusta","raw_affiliation_strings":["University of Burgos, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Burgos, Spain","institution_ids":["https://openalex.org/I46176106"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":7.0381,"has_fulltext":false,"cited_by_count":15,"citation_normalized_percentile":{"value":0.97296316,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":96},"biblio":{"volume":null,"issue":null,"first_page":"2172","last_page":"2195"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8633000254631042,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8633000254631042,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.09160000085830688,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.026499999687075615,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-4-0","display_name":"Marketing 4.0","score":0.996999979019165},{"id":"https://openalex.org/keywords/marketing-3-0","display_name":"Marketing 3.0","score":0.9470000267028809},{"id":"https://openalex.org/keywords/big-data-marketing","display_name":"big data marketing","score":0.9150000214576721},{"id":"https://openalex.org/keywords/consumer-brand-relationships","display_name":"consumer-brand relationships","score":0.8330000042915344},{"id":"https://openalex.org/keywords/marketing-evolution","display_name":"evolution of marketing","score":0.8330000042915344},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.5669999718666077},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7950000166893005},{"id":"https://openalex.org/keywords/marketing-technology","display_name":"marketing technology","score":0.5220000147819519}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6767503023147583},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.604407787322998},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5922983884811401},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.5698070526123047},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.56891268491745},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.5156911611557007},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.4668980538845062},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.43803995847702026},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.4148627519607544},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3764556646347046},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3505963683128357}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/978-1-5225-7501-6.ch113","doi":"https://doi.org/10.4018/978-1-5225-7501-6.ch113","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-5225-7501-6.ch113","pdf_url":null,"source":{"id":"https://openalex.org/S4306463409","display_name":"IGI Global eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Web Services","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":45,"referenced_works":["https://openalex.org/W68009075","https://openalex.org/W87019618","https://openalex.org/W201373305","https://openalex.org/W295725363","https://openalex.org/W372580650","https://openalex.org/W1587903092","https://openalex.org/W1964741967","https://openalex.org/W1967500571","https://openalex.org/W1971980179","https://openalex.org/W1978081297","https://openalex.org/W1986463326","https://openalex.org/W1988558440","https://openalex.org/W2017153321","https://openalex.org/W2039759229","https://openalex.org/W2043146457","https://openalex.org/W2070710930","https://openalex.org/W2071564568","https://openalex.org/W2075284967","https://openalex.org/W2078789144","https://openalex.org/W2090338852","https://openalex.org/W2093561580","https://openalex.org/W2095203728","https://openalex.org/W2110952241","https://openalex.org/W2111501735","https://openalex.org/W2121001699","https://openalex.org/W2121266506","https://openalex.org/W2149389444","https://openalex.org/W2153932331","https://openalex.org/W2153991478","https://openalex.org/W2156059003","https://openalex.org/W2157496882","https://openalex.org/W2163728891","https://openalex.org/W2167142086","https://openalex.org/W2188052039","https://openalex.org/W2300089440","https://openalex.org/W2316166305","https://openalex.org/W2333062883","https://openalex.org/W2416615296","https://openalex.org/W2487240635","https://openalex.org/W2574134800","https://openalex.org/W2593202023","https://openalex.org/W3122736754","https://openalex.org/W4206319916","https://openalex.org/W4206641421","https://openalex.org/W4388896906"],"related_works":["https://openalex.org/W3157884736","https://openalex.org/W4390959177","https://openalex.org/W3184412492","https://openalex.org/W7134846992","https://openalex.org/W4380359258","https://openalex.org/W3162822228","https://openalex.org/W4415473358","https://openalex.org/W7103755955","https://openalex.org/W3029453689","https://openalex.org/W4281783369"],"abstract_inverted_index":{"Marketing":[0,11,27,45,53,67,118],"evolves":[1],"in":[2],"parallel":[3],"with":[4],"technology.":[5],"During":[6],"the":[7,15,29,49,61,81,95,108,130],"last":[8],"five":[9],"years,":[10],"3.0":[12],"has":[13,35,104],"become":[14],"most":[16],"innovative":[17],"marketing":[18,30,91],"approach,":[19],"but":[20,38],"of":[21,31,52,63,73,77,110],"growing,":[22],"is":[23],"research":[24],"focusing":[25],"on":[26],"4.0:":[28],"big":[32,123],"data.":[33],"Much":[34],"been":[36,105],"speculated,":[37],"academic":[39],"journals":[40],"have":[41],"published":[42],"little":[43],"about":[44,60,66],"4.0.":[46],"Maybe,":[47],"because":[48],"total":[50],"understanding":[51],"4.0":[54,119],"requires:":[55],"firstly,":[56],"a":[57,75],"depth":[58],"knowledge":[59],"evolution":[62],"marketing,":[64],"especially":[65],"3.0,":[68],"and":[69,83],"secondly,":[70],"an":[71],"analysis":[72],"how":[74,101,122],"range":[76],"technology":[78],"\u2013not":[79],"only":[80],"Internet":[82],"social":[84],"media-":[85],"can":[86,125],"be":[87,126],"used":[88,127],"to":[89,116,128],"design":[90],"strategies":[92],"that":[93],"enhance":[94,129],"brand-consumer":[96],"relationship.":[97,132],"Taking":[98],"into":[99],"account":[100],"consumers'":[102],"behavior":[103],"changing":[106],"since":[107],"beginning":[109],"this":[111,113],"century,":[112],"chapter":[114],"seeks":[115],"review":[117],"concepts,":[120],"analyzing":[121],"data":[124],"consumer-brand":[131]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":4},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":2}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2022-05-12T00:00:00"}
