Trends in Marketing Channels transformation in Italian SMEs

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

In 2020, the Covid 19 pandemic extremely improved the process of digital transformation of all companies. In particular, new channels emerged as fundamental in order to keep and nurture the relationship with their customer and stakeholders. The study aims to investigate how marketing channels are transforming in Italian SMEs through the impact of digital in terms of how new technologies will impact the transformation of marketing channels in Italian SMEs. To this end, the Grounded Delphi Method (GDM) is applied which integrates aspects of the Grounded Theory with the Delphi method to explore current needs and behaviors and future ones in perspective. The analysis is in a preliminary phase and represents the first step of a project divided into several phases
Lingua originaleEnglish
Titolo della pubblicazione ospiteProceedings
Pagine1-6
Numero di pagine6
Stato di pubblicazionePubblicato - 2021
EventoInternational Marketing Trends Conference - ROMA -- ITA
Durata: 20 gen 202222 gen 2022

Convegno

ConvegnoInternational Marketing Trends Conference
CittàROMA -- ITA
Periodo20/1/2222/1/22

Keywords

  • marketing channels
  • delphy study
  • digital transformation

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