Digital Transformation of SME Marketing Strategies
Digital Transformation of SME Marketing Strategies: Innovating for the 4.0 Era
English | 2023 | ISBN: 3031336453 | 253 Pages | PDF EPUB (True) | 2.3 MB
English | 2023 | ISBN: 3031336453 | 253 Pages | PDF EPUB (True) | 2.3 MB
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.