Welcome to VijayKittu.com

Application of Marketing 4.0 principles by the Indian mutual fund Industry

Research Article

Authors: Polisetty Aruna & Vijaya Kittu Manda

DOI: https://doi.org/10.35940/ijrte.D9027.018520

Journal Name: International Journal of Recent Technology & Engineering (IJRTE); ISSN: ISSN:2277-3878

Publisher: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP)

Volume Number: 8 (5)

Journal Volume Link on Publisher Website

Publication Date: 2020

Pages: 3197–3205

Abstract: The competitive Indian Mutual Fund Industry requires the use of Marketing 4.0 principles owing to changing marketplace dynamics and increased competition. Traditional advertising forms got saturated with mutual funds, and the new redefined marketing principles reinforced the need to move to digital media. The recent addition of the fifth A (Advocacy) to the marketing jargon became necessary because of the increased connectedness and social nature of the customers (investors). The O-Zone factor increasingly influences investor decision making and helps in driving loyal investors from Aware to Advocate. This article discusses the social media marketing of Indian Asset Management Companies (AMCs). Improving brand curiosity and extending product reach to prospective clients are some potential advantages of the activity. Engagement marketing practices, marketing expense impact, four C's marketing mix, and online customer care are some new marketing principles. AMCs can use these to build better marketing campaigns for building investor-centric financial products. Different dimensions of social media usage are specified, and their utilization by various Indian mutual fund houses is measured. This understanding can help in better marketing of financial products and services, particularly that of mutual funds.

Keywords: advocacy, asset management, financial product marketing, marketing 4.0, mutual fund marketing

Google Scholar Link | Research Gate Link

Cite in APA format

Cite in IEEE format

Cite in Vancouver format

Research works citing this work..

MARKETING 4.0: A SYSTEMATIC LITERATURE REVIEW
VERSATILE USAGE OF SOCIAL MEDIA DURING COVID-19
The role of digital tourism marketing in achieving value based on the customer
Challenges and Opportunities for Mutual Fund Investment and the Role of Industry 4.0 to Recommend the Individual for Speculation
"A study on mediation effect of relationship quality outcome between customer relationship management and mutual fund decision
Variables Impacting Mutual Fund Expense Ratio: The Indian Midcap Mutual Fund Experience
A Study of SEBI Regulations for Mutual Fund Industry and it's Impact on the Stakeholders with Special Reference to Nashik District
Marketing 4.0 analytics in the B2B sector: a state-of-the-art review and integrated framework
A Conceptual Study of Marketing Techniques in the Financial Inclusion of Industry 4.0
Saji Vithal Vernekar, Aman Gupta, Ganesh S. Chavan; International Journal of Advance Research and Innovation; Vol. 11(2), Apr-Jun 2023, pp. 1-6
Customer Behavior Analysis
M. Ajaykumar
Exploring Consumer Choices and Shopping Patterns: Examining Influences on Consumer Choices
Chunoti Golchha; Ram Ji Nagariya; In book: Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing
A look into Marketing 4.0 through Literature Review in Indian Context
Jaineel Shah; Mukesh Kumar Singh; Rajsee Joshi; Shweta Dubey
Identification of right brokerage to the right distributor in mutual fund industry using machine learning techniques
16 December 2025 / Varsha Singh and Dhirendra Mishra / Conference Proceedings / International Conference on Advancing Technology in Engineering and Science (ICATES 2025)
Chatbots in Banking: Transforming Customer Interaction and Service Efficiency Through AI
2025 / Shanu Singh (Christ University, India), Bhavna Sharma (Christ University, India), and Yashmita Awasthi (Christ University, India) / Book Chapter / Source Title: Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing
Perception, Persuasion, and the Investors Journey
Sneha Choudhary; Dr Pushpendra Singh Rajput / International Journal of International Institute of Management Studies / ISSN: 2583-6145 / Vol V, June 2026

Back to Research Publications and Edited Books