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- W4386311248 abstract "This chapter summarizes the evolution of digitalization processes in marketing over the last decades, focusing on how digital technologies and innovation impacted and transformed SMEs’ marketing strategies. By tracing a timeline of the digitalization and innovation milestones impacting SMEs, the authors focus on the Industry 4.0 phenomenon as a revolution for enterprises, stakeholders, and the surrounding socioeconomic environment. The main goal of the chapter is to stress how such innovative paradigms might represent a successful strategic lever for SMEs’ survival and sustainable competitive advantage—especially during crisis periods like the present one." @default.
- W4386311248 created "2023-09-01" @default.
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- W4386311248 date "2023-01-01" @default.
- W4386311248 modified "2023-09-27" @default.
- W4386311248 title "SMEs’ Digital Transformation from a Marketing Perspective" @default.
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- W4386311248 doi "https://doi.org/10.1007/978-3-031-33646-1_2" @default.
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