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Titlebook: Digital Transformation of SME Marketing Strategies; Innovating for the 4 Riccardo Rialti,Lamberto Zollo Book 2023 The Editor(s) (if applica

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發(fā)表于 2025-3-21 16:50:42 | 只看該作者 |倒序?yàn)g覽 |閱讀模式
書(shū)目名稱Digital Transformation of SME Marketing Strategies
副標(biāo)題Innovating for the 4
編輯Riccardo Rialti,Lamberto Zollo
視頻videohttp://file.papertrans.cn/280/279842/279842.mp4
概述Explains Marketing 4.0 for SMEs in the digital era.Features case studies showcasing Marketing 4.0 in different industries.Provides an integrated overview of the current literature on Marketing for SME
圖書(shū)封面Titlebook: Digital Transformation of SME Marketing Strategies; Innovating for the 4 Riccardo Rialti,Lamberto Zollo Book 2023 The Editor(s) (if applica
描述.SMEs represent more than 95% of businesses operating in global markets. These businesses are the fabric of any economic system both in developed and emerging countries, and are the main constituents of any global supply chain throughout the world. However, research on new 4.0 marketing strategies for this kind of businesses has been largely neglected. Extant literature mostly neglects, or fails to articulate the importance of emerging technology such as Big Data, Artificial Intelligence and VR/AR for SMEs..Building on that, this book reviews existing literature on innovation and new technology in marketing for SMEs, what they could do and should avoid. Then, presenting multiple case study from SMEs operating in diverse industries (fashion and design, food and wine, financial services), it develops a practical strategic framework that could be used by SMEs wishing to effectively innovate their marketing strategies in our contemporary digital era. It will be an essential resourcefor students and researchers of marketing, innovation and industry 4.0..
出版日期Book 2023
關(guān)鍵詞digitalisation; SME; big data; marketing 4; 0; martech
版次1
doihttps://doi.org/10.1007/978-3-031-33646-1
isbn_softcover978-3-031-33648-5
isbn_ebook978-3-031-33646-1
copyrightThe Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl
The information of publication is updating

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發(fā)表于 2025-3-21 21:11:58 | 只看該作者
,SMEs’ Digital Transformation from a Marketing Perspective,ion impacted and transformed SMEs’ marketing strategies. By tracing a timeline of the digitalization and innovation milestones impacting SMEs, the authors focus on the Industry 4.0 phenomenon as a revolution for enterprises, stakeholders, and the surrounding socioeconomic environment. The main goal
板凳
發(fā)表于 2025-3-22 04:04:16 | 只看該作者
,New Technologies and SMEs’ Business Model: ‘Marketization 4.0’,environments opportunities might be understood, implemented, and diffused within enterprises? To answer this question, the authors explore the way SMEs’ business model is impacted by these revolutionary tools and techniques of business management. The main objective is to stress how the three main b
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發(fā)表于 2025-3-22 07:23:25 | 只看該作者
Marketing 4.0 for SMEs in the Digital Era: A Customer-Centric Approach, cohorts, from baby boomers to generation Z. A new “digital” customer journey must be conceptualized to better understand customers’ experience and interactions (i.e., touchpoints) with enterprises present in online environments. The crucial role played by data and business intelligence is analyzed
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發(fā)表于 2025-3-22 12:35:28 | 只看該作者
Case Studies: From Theory to Practice,chapters. Specifically, five emblematic SMEs operating in different industries—such as fashion, food and wine, fintech, and home furniture—are assessed through a qualitative approach, namely in-depth case study and interview coding analysis. The main findings and insights are illustrated and discuss
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發(fā)表于 2025-3-23 04:09:47 | 只看該作者
https://doi.org/10.1007/978-1-4842-8761-3ion impacted and transformed SMEs’ marketing strategies. By tracing a timeline of the digitalization and innovation milestones impacting SMEs, the authors focus on the Industry 4.0 phenomenon as a revolution for enterprises, stakeholders, and the surrounding socioeconomic environment. The main goal
10#
發(fā)表于 2025-3-23 06:26:37 | 只看該作者
https://doi.org/10.1007/978-3-030-92644-1environments opportunities might be understood, implemented, and diffused within enterprises? To answer this question, the authors explore the way SMEs’ business model is impacted by these revolutionary tools and techniques of business management. The main objective is to stress how the three main b
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