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

Chiara, C., Martinelli, E. M., Tunisini, A., Trends in Marketing Channels transformation in Italian SMEs, Paper, in Proceedings, (ROMA -- ITA, 20-22 January 2022), International Marketing Trends Conference, ROMA -- ITA 2021: 1-6 [http://hdl.handle.net/10807/191979]

Trends in Marketing Channels transformation in Italian SMEs

Chiara, Cantù;Martinelli, Elisa Martina
;
Tunisini, Annalisa
2021

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
Inglese
Proceedings
International Marketing Trends Conference
ROMA -- ITA
Paper
20-gen-2022
22-gen-2022
978-2-490372-14-0
International Marketing Trends Conference
Chiara, C., Martinelli, E. M., Tunisini, A., Trends in Marketing Channels transformation in Italian SMEs, Paper, in Proceedings, (ROMA -- ITA, 20-22 January 2022), International Marketing Trends Conference, ROMA -- ITA 2021: 1-6 [http://hdl.handle.net/10807/191979]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/191979
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