Marketing 5.0

Marketing 5.0: The Role of Human-Mimicking Technology focuses on ‘human-mimicking technology’ in the age of marketing, wherein consumers and technology are blended as one. It reimagines technology creating a human touch, which not only enhances the customer experience but also builds an ecosystem of personalised sense-and-respond experiences, leading towards greater sustainability. It is this age of Augmented and Agile marketing, which delivers tech-empowered human interaction at pace and scale, achieving the perils and promises of digitalization. Marketing is witnessing a shift from Marketing 4.0 to Marketing 5.0. In this change, there is a continuous struggle for gaining digital business presence.

Marketing 5.0 introduces academics and marketers to the concept of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey. The objective is to learn and understand the blended approach, where consumers and technology integrate as one.

Marketing 5.0 explores the importance of technology to marketing 5.0 and will be of benefit to practitioners, academics, and industry researchers, and students at master’s and doctoral levels.

Table of Contents

1. Marketing 5.0: Artificial Intelligence and Human Mimicking Approach

2. Driving Retail Growth: The Interplay of Customer-Centric Technology, Customer Accountability and Organisational Culture

3. Revolutionizing Product Customisation: A Technology-Powered Approach

4. Decoding the Consumer Mimic: Influencers, Algorithms and the Future of Marketing

5. leveraging Artificial Intelligent (Al) for Human-Mimic Tech in Marketing 5.0

6. Mimicking Technologies in Retail: Facilitating and Transforming Customer Retail Experience

7. From Businesses-Centric to Consumers-Centric: A Shift of Power in Al-Driven Social Media

8. A Qualitative Study on Analysing the Role of Mimicking Technology in Electronic Customer Relationship Management: A Case of Service Sector

9. Human Interactions Through Technology: A Study on Sustainable and Susceptible Use of Al in Corporate Marketing

10. Mimicking Consumer Centric Technology and Customer Engagement

11. ‘Chicken or Egg! let See Who Comes First?’ From Servitisation to Servitisation 5.0

12. Role of Mimic Technology in Consumer Decision-Making Journey

13. An Exploratory Investigation Into the Ethical and legal Implications of the Application of Human Mimicking Technology (HMT) in Customer Engagement

14. Applications of Mimicking Technology in Understanding Consumer Behaviour and Its Effects on Consumer Engagement

15. Mimicking Technology in Creating and Optimising Marketing Value, Customer Experience, Retention and loyalty

16. Consumer Decision-Making Journey and the Role of Al-Enabled Mimic Technology and Social Robots

About the Authors

Ajay Kumar, Assistant Professor, Department of Management, Sharda School of Business Studies, Sharda University, Knowledge Park-III, Greater Noida, India

M D Ciddikie, Assistant Professor, Department of Management, Sharda School of Business Studies, Sharda University, Knowledge Park-III, Greater Noida, India

Anil Kumar Kashyap, Associate Professor, Department of Himachal Pradesh Kendriya Vishwavidyalaya Business School, Central University of Himachal Pradesh, Dharamshala, India

Hafiz Wasim Akram, Assistant Professor, Department of Marketing & Entrepreneurship, College of Commerce & Business Administration, Dhofar University, Salalah, Oman