| 书目名称 | Digital Transformation of SME Marketing Strategies | | 副标题 | Innovating for the 4 | | 编辑 | Riccardo Rialti,Lamberto Zollo | | 视频video | | | 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 | | 图书封面 |  | | 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 | | 关键词 | digitalisation; SME; big data; marketing 4; 0; martech | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-031-33646-1 | | isbn_softcover | 978-3-031-33648-5 | | isbn_ebook | 978-3-031-33646-1 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
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发表于 2025-3-21 16:50:42
