Marketing management means planning, organizing, implementing, and controlling marketing resources and meeting the needs and demands of consumers to achieve the goals of the organization. In order for marketing management to be successful, the entire organization must support market and customer orientation. With this definition, it can be said that sustainable marketing management includes planning, organizing, implementing, and controlling marketing resources to respond to the needs and demands of today and future generations by complying with social standards and the natural environment and achieving the goals of the organization. Sustainable marketing is directly related to all three phases of consumer behavior management, including purchase, use, and post-purchase behavior. Sustainable consumption is a key category that connects these two concepts. Therefore, it can be seen that the presence of transformative technologies can play a valuable role in stabilizing the business environment as well as marketing and sales. Sustainable marketing is a key concept in the era of the fourth industrial revolution and is in line with the concepts of sustainable development and the contemporary economy. This marketing has been transformed by the presence of digital technologies and has created an authentic type of interactive marketing.
Interactive marketing, sometimes called trigger-based or event-based marketing, is a marketing strategy that uses a two-way communication channel to allow customers to interact directly with a company. Although this exchange can be done in person, over the past decade it has increasingly been done online through social media such as email, blogs, and other media. With the rise of content marketing over the past decades, interactions have seen a fundamental shift from simple two-way communication and beyond. With interactive content, marketers make a real effort to reach customers and understand their needs and preferences, while traditional marketing follows the direct selling method of products. Traditional marketing is mostly tactics aimed at informing and enlightening customers without trying to learn what they are really looking for. With the modernization of digital marketing, customers are now looking for long texts that speak to them. They want a more conversational approach rather than a one-way marketing flow where marketers feed you loads of information. In the meantime, the rapid development of communication and computing has provided a more appropriate context and opportunity for this change and transformation and has created a new generation of marketing under the paradigm of intelligent interactive marketing. This new generation of marketing has been felt for a long time because customers are not only looking to satisfy their basic needs in shopping and are interested in having their opinions applied to the purchased products.
In spite of the fact that virtual environments produce and provide customers with information about many products directly using user opinions, user experiences, and information provided by the manufacturer, they have limitations that prevent their use They become widespread. Smart interactive marketing with the approach of transformative technologies such as the Internet of Things and artificial intelligence can have two important benefits. First, it provides the possibility of consulting and using the experiences of customers, and second, the possibility of confirming the facilities and features that products express in relation to their supplied goods, through the possibility of wide communication that is possible through these technologies. Therefore, the benefits of interactive marketing and customer service lead to more revenue for companies and shopping centers. Overall, interactive marketing can increase sales along with sustainable growth. It also increases customer satisfaction and finally, it should be said that it reduces marketing costs and opens the way for marketing. For these reasons, this book, it is tried to evaluate and investigate the dimensions, components, and key indicators of intelligent marketing systems based on various technologies of the new era and analyze their role in the sustainability of the marketing and sales system.