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

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.

Name dc:type.qualificationname

phd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Victoria University

Year dc:date.issued

2013

Author dc:creator

• Mokhtar, Noor Fadhiha

• 1505 Marketing
• School of Management and Information Systems

Language dc:language

en