## 1 Introduction  
From the perspective of enterprises, innovations represent a key activity for their further development and increasing competitiveness within the current globalized market. When it comes to fundamental technological innovations that are linked to a sudden increase in labor productivity, this already concerns an industrial revolution. The first jump in labor productivity came in the 18 th century in conjunction with the use of steam--the first industrial revolution. Subsequent labor productivity jumps were associated with the expansion of factory machine production--the beginning of the use of electricity and oil, automation, and subsequent digitization. Digitization is the main engine of the next expected jump in industry called Industry 4.0. According to the authors of References [1; 2; 3], Industry 4.0 involves complete digitization, robotization, and automation of most of today's human activities to ensure greater speed and efficiency of production, for more efficient use of materials, and for greener industry and human life. These are technological changes, such as the electronic transfer of information between machines (machine-to-machine), which solves problem situations without human involvement. According to Reference [4], human capital is to be perfectly replaced in industry by autonomous robots and workers' professions will be abolished. The emergence of Industry 4.0 was first published in 2011 in Hanover, where in the publication \"Industry Manifest 4.0\", they presented the basic features of this industrial revolution [5; 6]. Industry 4.0, however, is a broad term and is interpreted by various authors in different contexts. What the authors agree on is that Industry 4.0 will lead to fundamental changes in the economy, the working environment, and the development of skills [7]. At the time of the establishment of Industry 4.0 to the present day, many authors (e.g., [8; 9] ) have begun to call Industry 4.0 the Industrial Revolution 4.0. The research results are significant for the whole European context, although data were collected only in the Czech Republic. The Czech economy is export based, where 80% of goods and services are exported [10]. At the same time Czech industry is strongly linked to multinationals property-wise. The share of foreign capital in Czech companies makes up half of the total capital. This interconnection of Czech companies with foreign corporations, e.g., Skoda auto versus Volkswagen leads to the conviction that the results can be generalized for the whole of developed Europe. This paper deals with innovations, so it is necessary to define innovations correctly. According to the 2010 Eurostat update of the methodology used in the EU Business Innovation Activity Survey [11] (innovative enterprises are those which have introduced some of the innovations during the listed period:  
1. Product innovation--marketing of a new or substantially improved product or service;
2. Process innovation--the introduction of a new or substantially improved method of production, provision of services, mode of supply, storage, distribution, introduction or substantial improvement of enterprise support activities;
3. Marketing innovation--introduction of a new method of promotion, valuation or sale of products/services, significant changes in the aesthetic design or packaging of the offered products;
4. Organizational innovation--introduction of a new way of organizing the supplier-customer relationship management, human resources or a new approach to the organization of external relations. Main research question:  
How to use the current innovative marketing tools associated with Industry 4.0 for enterprise practice? This research question was divided into three research sub-questions:  
1. How are innovative marketing tools used in Industry 4.0? 2. What are the implications of innovative marketing tools if enterprises implement them in their strategy? 3. What marketing mix does an enterprise involved in Industry 4.0 have to build to achieve a strategic goal?