Digital transformation of SME marketing strategies : innovating for the 4.0 era

Digital transformation of SME marketing strategies : innovating for the 4.0 era / Riccardo Rialti, Lamberto Zollo.

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 fo...

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Bibliographic Details
Main Authors: Rialti, Riccardo (Author), Zollo, Lamberto (Author)
Format: eBook
Language:English
Published: Cham, Switzerland : Palgrave Macmillan, [2023]
Subjects:
Small business marketing > Technological innovations.
Online Access:Click for online access
Table of Contents:
  • Intro
  • Contents
  • About the Authors
  • List of Figures
  • List of Tables
  • 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
  • Offering of Digital Products in Addition to Physical Ones
  • Offering New Additional Services That Could Be Purchased Only Through an Online Platform
  • Integrate Digital Technologies Into Existing Physical Stores
  • Reimagine Brick-and-Mortar Positioning
  • 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
  • References
  • Websites
  • Index.

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