Język Polski
English
Published
:
2022-06-30
Modern Marketing Control in the Context of Marketing 5.0
Rafał Bielawski
Abstract
Marketing control, which refers to a holistic and forward-looking concept of management, should enable flexible and rapid reactions to changes taking place in the organization's environment. Given the highly variable and unpredictable nature of the current business environment, as described by the American VUCA model, this is by no means an easy task. This conclusion is largely confirmed by the experience of controllers during the COVID-19 pandemic. Another challenge in this field is the process of digitalisation associated with the concept of Industry 4.0, which is the enabler of the futuristic idea of marketing 5.0. The main goal of marketing 5.0, which is inspired by the UN's 2030 Agenda for Sustainable Development, is to use the latest technologies to ensure social well-being in a sustainable manner. The aim of the article is to present marketing control in the light of challenges that marketing 5.0 poses to modern organizations.(original abstract)Keywords:
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Bielawski, R. (2022). Modern Marketing Control in the Context of Marketing 5.0. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 97(2). https://doi.org/10.58683/01.3001.0016.2117