An analysis of the use of marketing 4.0 principles for managing customers relationships in microbreweries in the capital city of Prague

Abstract

Technological progress also affects the development of marketing, currently known as Marketing 4.0, which is characterized by digitization and indicates a connection with Industry 4.0. With digitization, companies can use a variety of tools and methods to collect useful customer data and then use it. Marketing 4.0 is mainly characterized by the fact that the customer wants to be part of the product development and wants to share her information and opinions and experience on the product. Thanks to the Internet, customers can get all the information from other customers. The aim of this analysis was to verify that microbreweries in Prague use Marketing 4.0, use digitization and adapt to the latest trends in marketing and define what methods they use to manage customer relations. The analysis is suitable for long-term monitoring of the development of this issue. Corresponding conclusions and recommendations for the future were drawn from the research findings. © 2020 Potravinarstvo Slovak Journal of Food Sciences, Licence.