علي بخشي موحد

Today, unlike in the past, new technologies have been created to improve human life. Compared to the previous generations, today's human generation has become much more capable of producing and improving new technologies. Also, in recent decades, the production of innovative tools has contributed to human progress. The rapid growth rate of technologies allows humans to undergo huge changes in concepts by updating new technologies. More up-to-date concepts can introduce people to newer tools and facilitate their way of life. Industry 4.0 tools are considered one of the most up-to-date technologies in this field. These technologies, as up-to-date technologies, have been able to establish their position among fundamental concepts such as the concept of marketing and strategy. With the emergence of multiple technologies, researchers have been able to define generations of marketing that have continued one after the other. After three generations of marketing, 4.0 generation marketing has been born. This generation of marketing has undergone significant and extensive changes and has become a newer concept under the title of 5.0 generation marketing. In the current world, various types of Industry 4.0 technologies, such as artificial intelligence, big data, and the Internet of Things, have not only changed the marketing of the 5.0 generation; but transform-formation. This happened in such a way that Industry 4.0 technologies have become one of the main marketing factors of Generation 5.0. For this purpose, initially, 95 marketing research have been collected from 2018 to 2023 through the Prisma technique, and Industry 4.0 technologies have been examined in them. On the other hand, the use of 5.0 generation marketing by various industries and the improvement of organizations' mechanisms have been among the most effective factors in the progress of industry generations. In this research, the pharmaceutical industry is considered as the studied industry. Therefore, this research examines the main elements of 5.0 generation marketing in the pharmaceutical industry. In addition, the use of modern marketing strategies in the pharmaceutical industry can transform this industry. Therefore, this research has designed a strategy map where the columns of the map are related to the marketing elements of generation 5.0 and the lines of the map are inspired by the PESTEL analysis and the balanced scorecard (BSC). The map is completed after extracting 64 marketing strategies from the literature using the meta-synthesis method, which has been discussed in detail. After that, among the 64 strategies, 16 selected strategies are obtained through the Focus Group technique. The application of selected strategies in the field of fast-moving consumer goods (FMCG) is considered a case study of Barij Essan Company in Kashan. The effect of 16 selected strategies on each other was eva‎luated by the quantitative method of Fuzzy Cognitive Map (FCM), for this purpose it was necessary to ask questions to the experts and managers of Barij-Essan-Kashan Company. Finally, the final output was created using Gephi software. Also, the integration of innovation without restrictions by employees and technologies was chosen as the best strategy. eva‎luation of personal behavior through new software and data analysis for personalized marketing by CRM tools were the two desired strategies that were placed in the next ranks.

بازاريابي , محتواي صنعت نسل 4.0 , اينترنت اشيا , هوش مصنوعي , كلان داده ها , بازاريابي نسل 5.0 , كالاهاي تند مصرف , نقشه استراتژي , نقشه شناختي فازي , ادغام نوآوري بدون محدوديت توسط كاركنان و فناوري ها

Marketing , Industry 4.0 concept , IoT , AI , Big data , Marketing 5.0 , Fast-moving consumer goods , Strategy map , Fuzzy cognitive map , Open innovation Integration by employees and technologies

Ali Bakhshi Movahed

Mohammad Mahdavi Mazdeh