## 5 Discussion  
The findings refute the classic perception of innovation presented in the EU in the Oslo Manual of 2005. According to this material, marketing innovations are classified as non-technological innovations, but research has shown that current enterprises perceive marketing innovations as a combination of technological and non-technological innovations. Therefore, marketing innovations in Industry 4.0 cannot be described as non-technological, but they cannot be labeled as merely technological either.  
An interesting difference was found in the perception of Industry 4.0 in the secondary research. Some authors, for example [PERSON] et al. [9] and [PERSON] et al. [8], present Industry 4.0 as an industrial revolution associated with a step-up in productivity gains. The authors showed that new technologies, digitization, and robotization are leading to a revolution in industry. On the other hand, the authors of References [57; 81; 82] perceive Industry 4.0 as a natural evolution in industry, not revolution. From the presented research we cannot unequivocally favor either evolution or revolution.  
If we evaluate the innovative marketing tools associated with Industry 4.0 that have been identified by this research, it is a combination of long-term tools and brand-new tools. Examples of marketing tools that were used before the idea of Industry 4.0 came into being include events, relationship marketing, employer branding, and product placement. Examples of current marketing tools include the Internet of Things, additive production, augmented reality, virtual reality, and virtual currency. When comparing the identified innovative marketing tools from secondary research with the findings from primary research, there was a strong consensus. The identified innovative marketing tools identified from secondary tools coincided with primary research. Research has shown that there is no boundary between Industry 4.0 and innovative marketing. The identified list of seventeen tools was a compilation of Industry 4.0 as perceived by the authors of References [34; 35; 36; 37; 40; 41; 43].  
The fundamental local effect of any industrial revolution is the rapid increase in labor productivity, as confirmed by References [83; 84; 85]. In the presented research, enterprises also identified an increase in labor productivity, but this ranked sixth in the ranking of importance. The most important impacts were \"entering new markets, increasing competitiveness\", which are connected with growth strategies. The third strongest impact of Industry 4.0 implementation was \"building PR and a brand\". Many enterprises today present themselves as implementing Industry 4.0, but even the presentation of business involvement in Industry 4.0 is often just a marketing strategy. In this way, the enterprise presents itself is connected with innovation, but the reality is completely different.  
The relationship of innovative marketing in Industry 4.0 and the impact that this implies is essential for practical use in strategic planning. Identified impacts that may be strategic goals in strategic planning as stated by [PERSON] et al. [86] and [PERSON] and [PERSON] [87] can be fulfilled with a marketing strategy in the form of a precisely designed marketing mix. On the other hand, marketing innovations need to be seen only as part of the business strategy, along with product, process, and organizational innovations.