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Authors
Advisor(s)
Abstract(s)
This chapter discusses the impact on the marketing-mix due to the confluence of the internet of things
and the internet of value which seems to be made possible by the blockchain technology. This “perfect
storm” induces a vortex of reliability and business trust between people (“peer-to-peer”) and machines
(“bot-to-bot”), without the traditional need of third parties to ensure confidence in a negotiation. This
implies innovative business practices and self-executing contracts that will take place in a more decentralized and trustworthy environment, speeding up the metamorphosis of the four marketing-mix elements
in such a way that marketers will have to deal with a “product” that is always in a “beta-version”; a
dynamic “price” that initially has to be free; an atomized “promotion” of reliable messages found by
costumers (not the opposite); and a new virtual secure “place,” which is made possible due to augmented
reality and blockchain.
Description
Keywords
Marketing-Mix Internet of things Internet of value Blockchain technology
Citation
Rodrigues, Dario (2021). Marketing-Mix metamorphosis and new trusted business practices. In C. Martins & P. Rodrigues (Eds.), Competitive drivers for improving future business performance (Cap. 4, pp. 44-66). Hershey, PA: IGI Global. doi: 10.4018/978-1-7998-1843-4.ch004
Publisher
IGI Global