Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era

Rialti, Riccardo, Zollo, Lamberto

ISBN 10: 3031336453 / ISBN 13: 9783031336454

Published by Palgrave Macmillan, 2023

About this Item

2023. 2023 ed. hardcover. . . . . . Books ship from the US and Ireland.

Seller Inventory # V9783031336454

Bibliographic Details

• Title: Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era
• Publisher: Palgrave Macmillan
• Publication Date: 2023
• Language: English
• ISBN 10: 3031336453
• ISBN 13: 9783031336454
• Binding: Hardcover
• Condition: New

About this title

Synopsis

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.

About the Author

Riccardo Rialti is an Assistant Professor of Management at the Department of Economics, Management and Quantitative Methods at the University of Milan, Italy. Previously, he has been a Research Fellow and Adjunct Professor of Management and visiting faculty at University of Lincoln, Middlesex University London, Sophia University and ESCP Europe. His-main research interests are related to digital technologies for management and marketing.

Lamberto Zollo is Associate Professor Digital Marketing and Innovation in Marketing Channels at the Department of Economics, Management and Quantitative Methods at the University of Milan, Italy. His main areas of research refer to SMEs' new technologies adoption and digital transformation, as well as managerial decision-making processes in start-ups and organizations.