An Internet adoption framework for marketing by small business enterprises in developing countries

Mokhtar, Noor Fadhiha (2013) An Internet adoption framework for marketing by small business enterprises in developing countries. PhD thesis, Victoria University.

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.

Item type Thesis (PhD thesis)
URI http://vuir.vu.edu.au/id/eprint/21780
Subjects Current > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of Management and Information Systems
Keywords ICT, information and communications technology, small businesses, marketing, developing countries
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