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

Anotace: 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.