An analysis of the use of marketing 4.0 principles for managing customers retionships in microbreweries in the capital city of Prague


  • Vendula Kolářová Tomas Bata University in Zlí­n, Faculty of Management and Economics, Mostni 5139, 760 01 Zlin, Czech Republic, Tel.: +420 733 558 556
  • Eva Kolářová Tomas Bata University in Zlí­n, Faculty of Management and Economics, Mostni 5139, 760 01 Zlin, Czech Republic, Tel.: + 420 603 733 305



CRM, Marketing 4.0, Microbreweries, Czech Republic, Prague


Technological progress also affects the development of marketing, currently known as Marketing 4.0, which is characterized by digitization and indicates a connection with Industry 4.0. With digitization, companies can use a variety of tools and methods to collect useful customer data and then use it. Marketing 4.0 is mainly characterized by the fact that the customer wants to be part of the product development and wants to share her information and opinions on the product. Thanks to the Internet, customers can get all the information from other customers. The aim of this analysis was to verify that microbreweries in Prague use Marketing 4.0, use digitization and adapt to the latest trends in marketing and define what methods they use to manage customer relations. Corresponding conclusions and recommendations for the future were drawn from the research findings.


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How to Cite

Kolářová, V., & Kolářová , E. (2020). An analysis of the use of marketing 4.0 principles for managing customers retionships in microbreweries in the capital city of Prague. Potravinarstvo Slovak Journal of Food Sciences, 14, 336–342.