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The Key Points of the Digital Transformation of Go-to-market
Given the changes that are taking place in the customer journey, due to the advent of digital channels, there is an inevitable transformation in touchpoints, stores, and the functions performed by distribution companies. As a direct consequence, the channel policies of upstream companies must also be radically innovated, rethinking the traditional go-to-market logics. In this context, industrial companies ...
The New Normal in Marketing
Digital transition, ecological transition, smart working, and smart living are the key elements of the return to the post-pandemic normal. Having success in markets that change so radically and rapidly is not a challenge of little account for the Chief Marketing Officers and Marketing Managers of today. It is necessary to make a significant contribution for a responsible approach to the market and ...
Findings from a Qualitative Study in Retail: Loyalty and Trust in Digital Transformation
Digital transformation is profoundly reshaping the logic of customer loyalty management in the retail sector, affecting both customer interaction methods and corporate decision-making processes. In this context, understanding how organizations interpret and contend with these changes is a central issue. This paper presents a qualitative empirical analysis, developed as a continuation of the first ...