The digital era is changing consistently the previous marketing scenarios and actual issues have to be addressed in … contributions that cope with the issues brought out by the digitalization of marketing channels and the consequent ever increasing … reconceptualization of previous theoretical constructs from managerial and marketing literature. The resulting model offers insights about …

country development is still lagging behind. In this respect, the lack of a proper marketing and business approach is present … neglect marketing by being mainly sales-oriented; they do produce what they think is good for the costumers and then use lots … emphasis on perception of marketing and the role of consumers for SMEs in the country. In particular, the paper tries to …