TY - JOUR
TI - The Reevaluation of Communication in
	Customer Approach – Towards Marketing 4.0
AU - Tarabasz, Anna
TI - The Reevaluation of Communication in
	Customer Approach – Towards Marketing 4.0
AB - 
	Background. Nowadays cooperation, interaction and dialogue with the target group seem to be more important than simple customer orientation. Such amendments reflect marketing management and require the reevaluation of communication role.
	Research aims. Article is an attempt to systematize marketing concept focal points and milestones: from the product-centric, through customer-oriented, till value-driven one. It also raises the issue of determining the possible direction of the marketing 4.0.
	Method. Presented argumentation is based on literature review, analysis of internet sources and synthesis.
	Key findings. The most important in marketing 4.0 seem the collective of fully conscious buyers, co-creating products as well as many-to-many dialogue and cooperation
VL - 2013
IS - Numer 12(4)
PY - 2013
SN - 2449-8920
C1 - 2449-8939
SP - 124
EP - 134
UR - https://ejournals.eu/czasopismo/international-journal-of-contemporary-management/artykul/the-reevaluation-of-communication-in-customer-approach-towards-marketing-4-0