Tactical Marketing Mix Driven By Digital Innovations For The Fifth Generation Of The Industrial Revolution

Abstract

These research papers address an increasingly important topic: tactical marketing supported by digital computing innovations, particularly in the context of the fifth generation of industrial revolutions. The study concludes that decision-making and formulation of marketing mix strategies (new product development, smart pricing, integrated marketing communications, distribution channel management, and logistics) based on cyber-physical systems and disruptive algorithmic technologies, such as blockchain, cloud storage, quantum computing, and the symbiotic and semantic web. All the emerging revolutionary technologies lead to a competitive advantage based on hyper-personalization of the customer experience.