Marketing 4.0 for SMEs in the Digital Era: A Customer-Centric Approach

Riccardo Rialti () and Lamberto Zollo ()
Additional contact information
Riccardo Rialti: University of Milan
Lamberto Zollo: University of Milan

Chapter 4 in Digital Transformation of SME Marketing Strategies, 2023, pp 81-131 from Springer

Abstract: Abstract This chapter takes a customer-centric perspective to emphasize how digital transformation is differently received and acknowledged across generational cohorts, from baby boomers to generation Z. A new “digital” customer journey must be conceptualized to better understand customers’ experience and interactions (i.e., touchpoints) with enterprises present in online environments. The crucial role played by data and business intelligence is analyzed to deep dive the way SMEs might strategically lever market opportunities in respect to new digital experiences of customers.

Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33646-1_4

Ordering information: This item can be ordered from
http://www.springer.com/9783031336461

DOI: 10.1007/978-3-031-33646-1_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().