Marketing 5.0: The Role of Human-Mimicking Technology

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.

Ajay Kumar is Assistant Professor at the School of Business Studies, Sharda University, India. He holds Ph.D. in Management and has a research interest in retailing, consumer behaviour and e-commerce.

M. D. Ciddikie completed his Ph.D in Marketing from Jamia Millia Islamia, India. Dr. Ciddikie has around 7 years of teaching experience and more than 4 years of industry experience.

Anil Kumar Kashyap is Associate Professor at Central University of Himachal Pradesh, India. Dr. Kashyap’s leads research in consumer behaviour, E-commerce, Computer and IT applications in management or entrepreneurship.

Hafiz Wasim Akram is Assistant Professor of International Business Management at the College of Business and Economics at Arba Minch University, Ethiopia. He holds a PhD in Commerce and Business Studies from Jamia Millia Islamia in New Delhi, with research interest in international business.