Affiliation:
1. Iran University of Science and Technology, Tehran, Iran
2. Azad University of the Emirates, Dubai, UAE
Abstract
The fifth generation of marketing is Marketing 5.0 (M 5.0). In this chapter, the opportunities and challenges of M 5.0 are defined. The main factors of M 5.0 are humans, culture, and technology. M 5.0 and business have a close connection to each other. M 5.0 is important based on creating content planning, brand awareness, and predictive marketing and has some applications in the business. The evolution of M 5.0 is defined as a long journey in marketing history. For highlighting the fifth generation of marketing, other elements of the same generation of M 5.0 such as marketing personalization and the creation of a magnificent feeling for customers are stated too. As a classic insight, exploring the challenges and opportunities is important. Finding opportunities and challenges is an attractive topic to help top management. After reviewing the literature and data analysis, finally, four opportunities and four challenges were selected with the Delphi method.