MARKETING 4.0 APPROACH AND DIGITAL MARKETING IN SERVICE MARKETING: a RESEARCH on the MARKETING of the SERVICES OF MUNICIPALITIES

Although marketing activities have emerged and shaped in the private sector, today the public sector also tends to marketing activities. One of these institutions is municipalities. Within the scope of the study, it has been researched what kind of services the metropolitan municipalities operating in Turkey are involved in promoting and marketing on their official / corporate websites. In addition, it has also been investigated whether the municipalities develop their services together with the citizens while producing their services in accordance with the Marketing 4.0 understanding. In addition, it has also been investigated in accordance with the Marketing 4.0 approach whether the municipalities develop their services together with the citizens or not while producing their services. As a sample, the websites of 30 metropolitan municipalities were examined by documentary scanning method. In the research, it is noteworthy that municipalities announce their social and cultural services for promotion on their websites. However, it is seen that there is no application that will enable citizens to influence the production and development of services while presenting social and cultural services, especially infrastructure and superstructure investment services.