@article{2018,title={MARKETING 4.0: HOW TECHNOLOGIES TRANSFORM MARKETING ORGANIZATION},abstractNode={In this paper, the author argues that technologies will transform marketing organization and reshape market space, but companies should acknowledge that their mere possession will not be enough to ensure a sustainable market leadership position. The aim of this paper is to summarize the main challenges of digital disruption, as well as, to identify the opportunities for marketing to anticipate IT, in order to capitalize on its benefits. The research topics driving this paper are: 1) to analyze social media usage by the Millennial Generation in Bulgaria 2) to evaluate the attitudes of Bulgarian SMEs toward ICT implementation in their current marketing management practices and 3) to identify the possibilities to apply Marketing 4.0 by fostering agility employment in marketing organizations. Following the literature review a conceptual model of an agile marketing organization is proposed. D3I2C framework integrates contemporary marketing practice and digital transformation. It can be used by academia and other organizations as an outline for the transformation of marketing organizations.},author={Filiz ASLAN ÇETİN},year={2018},journal={The Journal of Academic Social Science}}