Evolving marketing strategies for Swiss SMEs in the ICT sector : a marketing strategy canvas in support of digital transformation
Mona A. Meyer, Marc K. Peter
| Year of publication: |
2024
|
|---|---|
| Authors: | Meyer, Mona A. ; Peter, Marc K. |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-8798, ZDB-ID 2421416-4. - Vol. 18.2024, 1, p. 91-112
|
| Subject: | digital transformation | digitalisation | ICT | marketing canvas | marketing strategy | SME | technology marketing | Digitalisierung | Digitization | KMU | Marketingmanagement | Marketing management | Informationstechnik | Information technology | IKT-Sektor | ICT industry | Marketing | Schweiz | Switzerland |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJTMKT.2024.135672 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062353