E-marketing for SMEs

Neeta Baporikar and Rosalia Fotolela
Additional contact information
Neeta Baporikar: Namibia University of Science and Technology, Windhoek, Namibia and University of Pune, Pune, India
Rosalia Fotolela: Namibia University of Science and Technology, Windhoek, Namibia

International Journal of Applied Management Sciences and Engineering (IJAMSE), 2018, vol. 5, issue 1, 11-28

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.

Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJAMSE.2018010102 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jamse0:v:5:y:2018:i:1:p:11-28

Access Statistics for this article

International Journal of Applied Management Sciences and Engineering (IJAMSE) is currently edited by Carolina Machado

More articles in International Journal of Applied Management Sciences and Engineering (IJAMSE) from IGI Global
Bibliographic data for series maintained by Journal Editor ().