Current Digital Technologies and Their Impact on Marketing: Qualitative Analysis of the Czech Business Environment

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dc.contributor.authorNovakova, Anezka
dc.contributor.authorTurchyn, Liuba
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2025-10-02T10:24:24Z
dc.date.available2025-10-02T10:24:24Z
dc.description.abstractThis article presents a comprehensive analysis of the impact of selected emerging technologies on the transformation of contemporary marketing practices, with a special focus on the Czech business environment. The focus is on the integration of advanced artificial intelligence, distributed data structures (big data), Internet of Things (IoT), blockchain platforms, robotic systems, cloud computing, and immersive technologies (AR/VR/metaverse) into strategic and operational marketing processes. The study aims to conduct a multi-paradigm synthesis of the impact of these technologies on redefining core marketing principles, including value creation, personalization of customer experience, and optimization of decision-making mechanisms. Methodologically, the research is anchored in a systematic literature review (SLR) and a qualitative investigation through semi-structured interviews with selected marketing practitioners. The findings empirically confirm the growing importance of data-driven approaches, predictive analytics, and automation in building customer relevance and campaign effectiveness. They also identify the major ethical, legal, and societal challenges associated with algorithmic decision-making, data management, and transparency of digital processes. Based on the research findings, the paper formulates recommendations for the strategic implementation of digital technologies in marketing with an emphasis on accountability, ethics, and long-term sustainability. The study contributes to broadening the academic debate on the technological transformation of marketing and offers theoretical and practical impetus for further research on digital customer relationship management in the Central European environment.en
dc.formattext
dc.identifier.doi10.15240/tul/009/lef-2025-14
dc.identifier.isbn978-80-7494-747-6
dc.identifier.urihttps://dspace.tul.cz/handle/15240/178036
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofLiberecké ekonomické fórum 2025cs
dc.relation.ispartofLiberec Economic Forum 2025en
dc.subjectArtificial Intelligenceen
dc.subjectDigital Marketingen
dc.subjectPersonalizationen
dc.subjectMarketing Technologyen
dc.subjectEthical Challengesen
dc.subject.classificationM31
dc.subject.classificationM37
dc.titleCurrent Digital Technologies and Their Impact on Marketing: Qualitative Analysis of the Czech Business Environmenten
dc.typeproceeding paperen
local.accessopen
local.citation.epage194
local.citation.spage175
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationLEFcs
local.relation.abbreviationLEFen
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