This book explores and analyse the different factors affecting the adoption of Electronic Marketing by industrial and trading small business enterprises. It aims to develop and test a theoretical model that can help to understand and interpret the relationship between E-Marketing adoption and industrial and trading SBEs marketing performance and seeks to evaluate the potential of E-Marketing for SBEs in developed countries (UK) and developing countries (Egypt). This book builds on previous research in the fields of E-marketing and SBEs and adds to the relatively limited empirical research that has been conducted on E-Marketing in a small business context. This book provides an insight for entrepreneurs, policy makers, practitioners, researchers, and educators by providing a clearer view and deep understanding of the issues related to E-Marketing adoption and practices by small business enterprises as opposed to large companies. Overall as the theory in the field of E-Marketing is still in its infancy stage and is not yet well established, this book can be considered as a step towards a theory building in the field of E-marketing.
Autorius: | Hatem El-Gohary, Egypt Cairo University, Uk Birmingham City University, |
Leidėjas: | LAP LAMBERT Academic Publishing |
Išleidimo metai: | 2012 |
Knygos puslapių skaičius: | 536 |
ISBN-10: | 3848412608 |
ISBN-13: | 9783848412600 |
Formatas: | 220 x 150 x 33 mm. Knyga minkštu viršeliu |
Kalba: | Anglų |
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