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The Degree of SMEs Digitalization in the Context of the European Digital United Market
Abstract
The purpose of this study is to evaluate, based on official statistical data, Romania's situation on SME marketing adaptation to the digital economy compared to 25 other European countries. The chapter will consist of three parts: Part 1, “Digital Economy”; Part 2, “Marketing of SMEs in the Context of the Digital Age”; Part 3, “The Analysis of the Degree of Digitisation of SMEs and the Creation of Favourable Conditions for this Process in the EU: Application - Hellwig's Classic Taxonomic Method.” The situation created by the COVID-19 pandemic will also be included. The author presents the main aspects of SME marketing and the new characteristics and trends of their marketing in the 'digital age'. This paper aims at the following objectives: 1) to show how the economy is influenced by new technologies and 2) to highlight Romania's position among other European countries in the application of electronic marketing techniques among SMEs.
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