An Internet adoption framework for marketing by small business enterprises in developing countries
Year: 2013
Type: dissertation
Abstract: This study proposes an Internet adoption framework for marketing in small business enterprises, particularly in developing countries. The proposed framework could be incorporated as part of the business strategies for small business enterprises to assist owner/managers plan for exploiting the Internet more systematically. The main indicators in the framework are e-readiness, aims and strategies (which lead to the Internet marketing approach by small business enterprises), marketing strategies, the Internet marketing approach, and, finally, an evaluation of the Internet marketing performance.
Author: Noor Fadhiha Mokhtar
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W146510921