E-Marketing for SMEs

Author:

Baporikar Neeta1,Fotolela Rosalia2

Affiliation:

1. Namibia University of Science and Technology, Windhoek, Namibia and University of Pune, Pune, India

2. Namibia University of Science and Technology, Windhoek, Namibia

Abstract

This article describes that though there are few studies conducted on SMEs' life cycle, there are no studies specifically done around the globe with focus on electronic marketing approaches for SMEs. SMEs are flexible, so they can respond quickly to changing marketing requirements. Four approaches explain marketing role in small firms: the stages/growth model, the management style model, the management function model and the contingency model. SMEs face-marketing problems due to limited financial base, market knowledge, branding activities, expertise and over dependence on marketing ability of the owner/manager. They adopt reactive-marketing rather than planned marketing. Therefore, they face difficulties to exploit opportunities available in the market. Thus, the article aims to develop new ways of marketing approaches to every element of the-marketing mix (price, place, product and promotion). Further, as SMEs generally use a “conservative” approach to marketing, the study findings reflect that adopting electronic marketing approach can help them to offer new improved product or innovative use of existing product.

Publisher

IGI Global

Reference36 articles.

1. SMEs and Branding Strategies

2. Marketing at the Interface: Not ‘What’ but ‘How’

3. Carson, D., Gilmore, A., & Rocks, S. (2004). SME-marketing networking: A strategic approach, Retrieved from www.interscience.wiley.com

4. Chiware, E. R. T., & Archie, L. Dick (2007). The use of ICTs in Namibia’s SME sector to access business information services. Retrieved from www.emeraldinsight.com/0264-0473.htm

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3