ENDÜSTRİ 5.0 DÖNEMİNDE PAZARLAMAYA DAİR GENEL BİR BAKIŞ

Yıl 2022, Cilt: 4 Sayı: 1, 111 - 138, 28.02.2022

Yasemin Zengin , Rabia Betül Zengin

Öz

Sosyal 5.0 ve 5. Sanayi Devrimi insan odaklı yaklaşımla önceki dönemlerden farklı bir bakış açısına sahiptir. Bu süreçte çevre, sürdürülebilirlik ve yapay zekanın yoğun bir şekilde kullanımı gibi temel unsurlar dikkat çekmektedir. Pazarlama 5.0 ise, pazarlamanın daha önce geçtiği evrelerden gelişen teknoloji ile ayrışmaktadır. Çalışmada son dönemde, daha henüz incelenmeye başlanan bu yeni kavramların pazarlama faaliyetleri ile ilişkili neler sunabileceği üzerine bir genel değerlendirme yapılmaktadır. Her üç kavram irdelenmiş ve pazarlama üzerine dört çıkarım belirlenmiştir. Buna göre önümüzdeki süreçte kişiselleştirme, yeşil ürün ve yeşil pazarlama, pazarlama ilişkilerinde yapay zeka sistemleri ve pazarlama iletişimi konularındaki uygulamalara dair gelişmelerin yönü hakkında saptamalara yer verilmiştir. Endüstri 5.0 döneminde aşırı kişiselleştirilmiş ürünler, sürdürülebilirlik merkezli ve çevre dostu akıllı ürünler ile yeşil pazarlama uygulamalarında artış, yapay zeka sistemleri kullanımının yaygınlaşmasıyla pazarlamada yeni ilişki türleri ve pazarlama iletişimi faaliyetlerinde insan ile teknolojiyi birleştiren unsurların öne çıkacağı değerlendirilmiştir.

Anahtar Kelimeler

Endüstri 5.0, Pazarlama 5.0, Sosyal 5.0, Kişiselleştirme, Yapay Zeka Sistemleri, Yeşil Pazarlama.

Marketing in the Industry 5.0 Era: An Overview

Öz

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