Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario

• María Pilar Martínez-Ruiz,
• Mónica Gómez-Suárez,
• Ana Isabel Jiménez-Zarco,
• Alicia Izquierdo-Yusta

Affiliations

María Pilar Martínez-Ruiz

Department of Business Administration, University of Castilla-La Mancha, Albacete, Spain

Mónica Gómez-Suárez

Department of Finance and Marketing Research, Autónoma University of Madrid, Madrid, Spain

Ana Isabel Jiménez-Zarco

Department of Economic and Business, Open University of Catalonia, Barcelona, Spain

Alicia Izquierdo-Yusta

Departament of Economic and Business Administration, University of Burgos, Burgos, Spain