The Impact of Digitalization on Current Marketing Strategies

Digitalization has completely transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enhance their commercial actions.

The Impact of Digitalization on Current Marketing Strategies is the first volume in the Marketing and Technology: New Horizons and Challenges series. This publishes cu...