Digital transformation of SME marketing strategies : innovating for the 4.0 era /: innovating for the 4.0 era. (2023)

• Record Type: Book
• Further Information: Note: Riccardo Rialti, Lamberto Zollo.
• Authors: Rialti, Riccardo; Zollo, Lamberto
• Contents: 1 Introduction.References. 2 SMEs' Digital Transformation from a Marketing Perspective. 2.1 What Does Digital Transformation Mean in the Marketing Literature?. 2.1.1 Internet, Computer, and Businesses. A Brief Overview. 2.1.2 The Expressions of Digital and Digital Technologies: How Do They Become Two of the Most Diffused Jargon in Management and Marketing Language?. 2.2 The Effects of Worldwide Diffusion of Digital Processes and Transformation for SMES. 2.3 Digitalization in Industry 4.0: A New Challenge and Opportunity for SME Marketers. References. 3 New Technologies and SMEs' Business Model: 'Marketization 4.0'. 3.1 The Key Drivers Shaping Future Digital Trends. 3.2 A Holistic and Integrated Overview of New Technology Implementation in SMEs. 3.2.1 Sensors and Actuators. 3.2.2 Smart Beacons and Radio Frequency Identification (RFID). 3.2.3 Mobile Technologies. 3.2.4 Cybersecurity Tools. 3.2.5 Internet of Things (IoT). 3.2.6 Embedded Systems (Cyber-Physical Systems) and Cloud Systems. 3.2.7 Additive Manufacturing. 3.2.8 Robotics Technologies. 3.2.9 Virtualization Techniques (Virtual Reality, Augmented Reality, and Simulation Techniques). 3.2.10 Big Data Analytics, Machine Learning and Artificial Intelligence. 3.2.11 Blockchain and Smart Contracts. 3.2.12 Digital Payments. 3.3 How Technologies 4.0 Are Affecting SMES' Business Model and Marketing Strategies. 3.3.1 The Impact of Technologies 4.0 on Business Models. 3.3.2 Marketing Strategists in the 4.0 Landscape: How to Lever New Technologies. References. 4 Marketing 4.0 for SMEs in the Digital Era: A Customer Centric Approach. 4.1 The Evolution of Marketing: Marketing to Digital Generations. 4.2 Marketing in the Digital Age and the New Customer Journey. 4.3 Big Data for Big Profit. 4.4 Transforming Big Data Into Small Data. 4.4.1 Big Data, Small Data, and Smart Insights. 4.4.2 Which Data Should SMEs Capture?. 4.4.3 The Promises and Perils of Blockchain Protocols to Analyze Big Data. 4.5 Emerging Mechanisms to Generate Competitive Advantage in the Digital Era. 4.5.1 Adopting Competitive Intelligence Tools. 4.5.2 Adapting the Value Proposition. References. 5 Case Studies: From Theory to Practice. 5.1 Methodological Approach. 5.2 Selected Cases and Data Collection. 5.2.1 SMEs' Digitalization and Marketing in the Fashion Industry. 5.2.2 SMEs' Digitalization and Marketing in the Food and Wine Industry. 5.2.3 SMEs' Digitalization and Marketing in the Fintech Industry. 5.2.4 SMEs' Digitalization and Marketing in Fashion Distribution. 5.2.5 Home Décor and Furniture SMEs Digitalization of Marketing Strategies. 5.3 Results: The Common Path Toward Digitalization. References. 6 How Can Managers Transform SME Marketing Strategies in a 4.0 Fashion?. 6.1 SME 4.0 Marketing Transformation. 6.1.1 Identify Who Is Leading the Way. 6.1.2 Making the Case for Digital Transformation: Crafting the Vision Within Your Business. 6.1.3 Benchmarking Current Capabilities and Defying Resource Requirements. 6.1.4 Integrating New Digital Technologies Into Current Systems and Processes. 6.1.5 Handling Change Management by Managing Culture. 6.1.6 Measuring the Outcomes. 6.1.7 Don't Forget About Customers. 6.1.8 Tools to Manage the Process. 6.2 Effective Strategies and Channels for SMEs. 6.3 Effects of 4.0 Marketing Strategies. References. 7 Conclusion. References.
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2023
• Extent: 1 online resource (207 pages), illustrations (black and white)
• Subjects: 658.872; Internet marketing; Small business -- Marketing
• Languages: English
• ISBNs: 9783031336461
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
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