Marketing 5.0: A New Approach to Enhance Customer Experience (CX) Through the Integration of Innovative Technologies into the Customer Customer Journey

An unprecedented paradigm shift in modern marketing is represented by Marketing 5.0, which is the application of human-imitated technologies to create, communicate, deliver and enhance value throughout the customer’s journey, focusing on integrating cutting-edge technologies to enhance the customer experience. (CX). An overview of the theoretical foundations of Marketing 5.0, real-world applications and implications is given in this research, highlighting the relationship between the different concepts “Marketing 5.0”, customer experience, customer journey and innovative Technologies.