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B2C Internet Marketing

C/EI/128. Dissertation. The Impact of Electronic Marketing on the Management of SMEs

WORDS:

15350

DATE:

2010

PRICE:

159.99 GBP

This dissertation concentrates on the use of electronic marketing by SMEs. The goal of the study is to evaluate company performance, and the questions posed by the research concentrate on two specific areas: the use of electronic marketing tools by the SMEs, and the changes in the management practices as a result of the development of such tools. Presenting the evidence of extensive surveys and interviews, the study explains how electronic marketing has changed management strategies from passive to proactive – even “internationalising” their operations, and from an HR perspective, set in motion new strategies for identifying talent and the sourcing of candidates. The results from the questionnaires are analysed and presented utilising SPSS methodology. The in-depth interviews were analysed by forming general viewpoints resulting from the themes that emanated from the discussions.

KEYWORDS: Dissertation, electronic marketing, SMEs, management strategies,