INSIDE THE SMEs DIGITALIZATION. A PERSPECTIVE OF THE MARKETING DECISION-MAKERS

Abstract

"Digitalization generally speaking and marketing digitalization in particular are significant new topics on the Central and Eastern European market, also well embraced by ever more Romanian companies. The aim of this research is to determine opinions and attitudes of the Romanian hightech small and medium enterprises’ (SMEs) marketing managers in respect to the various marketing digitalization topics. The research reveals and analyses answers obtained from nine interviews, combining several analyses including content horizontal analysis and graphical analysis. The outcome can be used by academic researchers as the main starting point for more complex qualitative studies on the researched topic. "