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Introduction

In: Digital Transformation of SME Marketing Strategies

Author

Listed:
  • Riccardo Rialti

    (University of Milan)

  • Lamberto Zollo

    (University of Milan)

Abstract

The last decade has dramatically changed the way businesses operate. Among the principal driving forces of change, technology represented the main force. The business world transitioned from a semi-analogic paradigm to a fully digital one. Businesses were then obliged to switch the way they were operating, including data among their core resources, and starting to rely on machine-based decisions.

Suggested Citation

  • Riccardo Rialti & Lamberto Zollo, 2023. "Introduction," Springer Books, in: Digital Transformation of SME Marketing Strategies, chapter 1, pages 1-5, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33646-1_1
    DOI: 10.1007/978-3-031-33646-1_1
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