Name: Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era (en Inglés)
Price: 169.05 USD
Availability: InStock
Author: Rialti, Riccardo ; Zollo, Lamberto
ISBN: 9783031336454

portada Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era (en Inglés)

Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era (en Inglés)

Formato

Libro Físico

Autor

Riccardo Rialti

Lamberto Zollo

Editorial

Palgrave MacMillan

Idioma

Inglés

N° páginas

198

Encuadernación

Tapa Dura

Dimensiones

21.0 x 14.8 x 1.3 cm

Peso

0.41 kg.

ISBN13

9783031336454

Categorías

Comercio electrónico: aspectos empresariales
Gestión y técnicas de gestión
Finanzas e inversiones en línea
Inteligencia artificial

Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era (en Inglés)

Riccardo Rialti (Autor) · Lamberto Zollo (Autor) · Palgrave MacMillan · Tapa Dura

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Reseña del libro "Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era (en Inglés)"

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.