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C/EI/140. Dissertation. The impact of electronic marketing on the management practices in small and medium-sized businesses

WORDS:
13200
DATE:
2010
PRICE:
139.99 GBP

The goal of the dissertation is to understand the impact of electronic marketing on the performance and the resulting changes to management practices in small and medium sized enterprises (SMEs). Specifically, there were two research questions for this dissertation which were: how have SMEs taken advantage or acted in the use of electronic marketing in relation to their businesses?, and how have the management practices of SMEs evolved to take into consideration the impact of the use of electronic marketing in the competitive dynamics in sectors? The methodology was conducted with the primary research of surveys (20 respondents) and ten in-depth interviews. The dissertation concludes that SMEs utilise their flexibility to be nimble in their decisions and to make decisive actions to remain ahead of competitors, and, SMEs will drive the development of electronic marketing as they utilise this channel.

 

KEYWORDS: Dissertation, small and medium enterprises, businesses, SMEs, electronic marketing, emarketing, ecommerce, ebusiness, management practices,

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