Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises
| Autor: | Marta Ziółkowska |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Geography
Planning and Development TJ807-830 Management Monitoring Policy and Law TD194-195 Renewable energy sources Empirical research small and medium sized enterprises 0502 economics and business GE1-350 Logical inference Marketing Research question Environmental effects of industries and plants Renewable Energy Sustainability and the Environment business.industry 05 social sciences Digital transformation Business operations Environmental sciences Value (economics) marketing digital transformation 050211 marketing Business Poland 050203 business & management |
| Zdroj: | Sustainability Volume 13 Issue 5 Sustainability, Vol 13, Iss 2512, p 2512 (2021) |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su13052512 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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