publication . Article . 2015

THE USE OF TRADITIONAL VERSUS E-MARKETING IN SMES IN A DEVELOPING COUNTRY: A COMPARATIVE ANALYSIS

Leanne Manley;
Open Access
  • Published: 01 Sep 2015 Journal: Journal of Governance and Regulation, volume 4, pages 202-212 (issn: 2220-9352, eissn: 2306-6784, Copyright policy)
  • Publisher: Virtus Interpress
Abstract
<jats:p>The revolution of the internet has changed the way many organisations conduct business in today’s market environment, and has specifically changed in the way companies market products to consumers. E-marketing allows a marketer to not only reach a broader target market than traditional methods, but substantially reduces marketing costs as well, which can mean the difference between success or failure in small medium enterprises (SMEs). Multiple studies have investigated traditional and e-marketing practices, however, few studies have focused on SME marketing practices and their use of e-marketing in developing economies. This article provides an insight ...
Subjects
free text keywords: Business, Commerce, International trade, business.industry, Developing country, Marketing, Traditional Marketing, E-Marketing, SMEs, Organizational behaviour, change and effectiveness. Corporate culture, HD58.7-58.95, Finance, HG1-9999
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publication . Article . 2015

THE USE OF TRADITIONAL VERSUS E-MARKETING IN SMES IN A DEVELOPING COUNTRY: A COMPARATIVE ANALYSIS

Leanne Manley;