Value Creation 4.0. Marketing Products in the 21st Century
Value Creation 4.0. Marketing Products in the 21st Century

Author(s): Gábor Rekettye
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Transnational Press London
Keywords: Marketing; product; Value creation;4th industrial revolution;
Summary/Abstract: This is a text book on marketing products in the 21st century which is marked by the 4th industrial revolution and digital age and value creation. This book is a marketing guide to the age of the fourth industrial revolution (‘Industry 4.0’). Rekettye draws attention to the situation which poses new challenges and risks for the whole of humanity. He takes an essentially practice-oriented approach. The book intends to highlight the importance of the topic, define its conceptual framework and present its practical applications. The book is therefore primarily recommended for practitioners. The topics of the book together with the supporting exhibits and cases – which also include international dimensions – provide information for them that can help increase their competitiveness. The book can also be very handy in higher education. Whole courses can be built on it, as the book comprises 4 parts and 14 chapters which can provide the basis for lectures. Each part is illustrated with cases, and some of the more than 30 exhibits could be used for the efficient processing of the material and for further reflection.The book includes global case contributions by Xiaoliang Fan, S. Gayathri, Shirshendu Ganguli, Rajashekharaiah Jagadeesh, Rita Lukács, Ismaila Ola Ogundega, Blessing Okpala, Árpád Papp-Váry, Ganes M. Pandya, Nilay J. Shah, Ratan Taparia, Tanya Tewari, Vasanthi Reena Williams, Bo Yang, Ahmet Murat Yetkin.

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