Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises

Marta Joanna Ziółkowska
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Marta Joanna Ziółkowska: Institute of Management, SGH Warsaw School of Economics, 02-554 Warsaw, Poland

Sustainability, 2021, vol. 13, issue 5, 1-16

Abstract: Digital transformation which impacts business operations is one of the most fundamental social and economic occurrences of our times. The paper seeks to find out how digital transformation impacts marketing activities in small and medium-sized enterprises (SMEs) and to examine overall changes triggered by digital technology in the marketing concept, its instruments, and activities in SMEs in Poland. The main research question focuses on the direction in which marketing activities performed by organisations evolve nowadays. Analyses and considerations are based on logical inference, examination of results of empirical studies, critical literature review, and author’s market observations. Conducted analyses have demonstrated that, in enterprises covered by the study, digital technologies are deployed in marketing rather widely, although in many instances these technologies belong to the category of traditional tools. IT technologies and digital tools also impact marketing, helping to build relationships with clients and creating the value of each organisation.

Keywords: marketing; Poland; digital transformation; small and medium sized enterprises (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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