I. Introduction.- II. SMEs' digital transformation from a marketing perspective.- 2.1. What does digital transformation mean in the marketing literature?.- 2.
1.1 Internet, computer and businesses. A brief overview.- 2.1.2 The expressions digital and digital technologies: How do they become two of the most diffused jargons in management and marketing language?.- 2.2.
The effects of worldwide diffusion of digital processes and transformation for SMEs.- 2.3. Digitalization in the Industry 4.0: A new challenge and opportunity for marketers.- III. New technologies and SMEs' business model: "Marketization 4.0".
- 3.1. How technologies 4.0 are affecting SMEs' business model and marketing strategies.- 3.2. A holistic and integrated overview of new technologies implementation in SMEs.- 3.
2.1. Sensors and Actuators.- 3.2.2. Smart Beacons & Radio Frequency Identification (RFID).- 3.
2.3. Mobile Technologies.- 3.2.4. Cybersecurity tools.- 3.
2.5. Internet of things (IoT).- 3.2.6. Embedded systems (Cyber physical infrastructure) and Cloud systems.- 3.
2.7. Additive Manufacturing.- 3.2.8. Robotics technologies.- 3.
2.9. Virtualization Techniques (Virtual Reality, Augmented Reality and Simulation Techniques).- 3.2.10. Big Data Analytics, Machine Learning & Artificial Intelligence.- 3.
2.11. Blockchain and Smart Contracts.- 3.2.12. Digital payments (The InStore Mobile Experience, BOPIS Buy Online, Pickup in Store, Mobile POS and New Payment Options).- 3.
3. How technologies 4.0 are affecting SMEs' business model and marketing strategies.- 3.3.1. Technologies 4.0's impact on business models.
- 3.3.2. Marketing strategists in the 4.0 landscape: how to lever new technologies.- IV. Marketing 4.0 for SMEs in the digital era: A customer-centric approach.
- 4.1. The evolution of marketing: Marketing to the digital generation.- 4.2 Marketing in the digital age and the new customer journey.- 4.3. Big Data for Big Profit.
- 4.4. Transforming big data into small data.- 4.4.1. Big data, small data, smart insights.- 4.
4.2. Which data should SMEs capture?.- 4.4.3. The promises and perils of blockchain protocols to analyze big data.- 4.
5. Emerging mechanisms to generate competitive advantage in digital era.- 4.5.1. Adopting Competitive intelligence Tools.- 4.5.
2. Adapting the value proposition.- 4.5.2.1 Offering of digital products in addition to physical ones.- 4.5.
2.2. Offering new additional services that could be purchased only through an online platform.- 4.5.2.3. Integrate digital technologies into existing physical stores.
- 4.5.2.4. Re-Imagine Brick and mortar positioning.- V. Case studies: From theory to practice.- 5.
1. Methodological Approach.- 5.2. Selected Cases and Data Collection.- 5.2.1.
SMEs' digitalization and marketing in the fashion manufacturing industry.- 5.2.2. New technologies and digital marketing in the food&wine sector.- 5.2.3.
Fintech as the modern paradigm of financial services: new marketing insights.- 5.2.4. SMEs' digitalization and marketing in the fashion distribution.- 5.2.5.
Home décor and furniture SMEs digitalization of marketing strategies.- 5.3. Results: The common path toward digitalization.- VI. How can managers transform SMEs Marketing Strategies in a 4.0 Fashion?.- 6.
1. SMEs 4.0 marketing transformation.- 6.1.1. Identify who is leading the way.- 6.
1.2. Making the case for digital transformation: Crafting the vision within your business.- 6.1.3. Benchmarking current capabilities and defying resource requirement.- 6.
1.4 Integrating new digital technologies into current systems and processes.- 6.1.5 Handling change management by managing culture.- 6.1.6.
Measuring the outcomes.- 6.1.7. Don't forget about customers.- 6.1.8.
Tools to manage the process.- 6.2. Effective Strategies and Channels for SMEs.- 6.3. Effects of 4.0 Marketing Strategies.
- VII. Conclusion.