Article French OPEN
Alexandra E. RUSĂNEANU (2014)
  • Publisher: Romanian Foundation for Business Intelligence
  • Journal: Management Intercultural, issue 32 December, pages 71-76 (issn: 1454-9980)
  • Subject: Marketing | Marketing, SMEs, Social Media | HF5001-6182 | Business | SMEs | Social Media
    • jel: jel:M31

One of the most difficult challenges for small businesses is to decide which strategy to use for marketing or advertising to generate as much profit using the limited resources available. This study aims to identify ways to promote online using social platforms. With the advent of social media, marketing has undergone radical changes in the way to promote and attract customers. With this technology small and medium companies can identify categories of customers they want to reach much easier. They can also control the content provided and can focus each type of content to the targeted customer category.
  • References (3)

    [1] Berthon, P. , Pitt, L., Plangger, K., Shapiro, D. (2012) Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy, Business Horizons Special Issue: Strategic marketing in a changing world, Vol. 55, Issue 3, 261 - 271.

    [2] Hill, J. (2001) A multidimensional study of the key determinants of effective SME marketing activity: Part 1, International Journal of Entrepreneurial Behaviour & research, Vol. 7 Issue 5 171 - 204.

    [3] Kotler, Ph. (2001) Marketing Management Millenium Edition, Pearson Custom Publishing.

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