A qualitative research on marketing 4.0

In the period between the industrial revolution and today, important developments have been experienced in the field of marketing. This process ranges from the first mass production factories to the innovative understanding brought by the digital age. In the era we live in, marketing science has undergone some changes in the face of the digitalized world and has led to the emergence of new ideas in marketing. The versatile changes that marketing science has undergone have contributed to the success of businesses. Marketing success is directly related to the ability to keep up with these changes. While investigating marketing 4.0, which is directly related to digitalization; It is also useful to consider the increasing volume of online shopping in Turkey and the world in recent years, the formation of a more conscious consumer profile, the increasing technological developments and the new needs created by these developments. From this point of view, the reflections of this new marketing approach in the market, the marketing 4.0 processes were tried to be investigated by interviewing three companies operating in the production and service sector. Information on the purpose and form of use of digital marketing channels, e-commerce applications, the advantages offered to consumers and the contribution of these advantages to businesses were obtained. To what extent the digital age has benefited the development of marketing science, the basis of new understandings accepted in marketing, new instruments used in marketing have been examined and this study has been carried out with the thought that it will contribute to marketing science with its results. Keywords: Marketing, Marketing 4.0, Qualitative Research