The impact of E-Marketing Practices on Marketing Performance

ISBN-13: 9783848412600 / Angielski / Miękka / 2012 / 536 str.

Hatem El-Gohary

Opis

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.

O autorze

Dr Hatem El-Gohary is the Editor-in-Chief of the IJOM. He has more than 19 years of experience in academia and holds a PhD, MSc, MRes, BSc as well as PGCHE. He is also a Chartered Marketer, CeM, CSMA, an AABPP Fellow, HEA Fellow, and MCIM. He won: The Routledge Best Paper Award 2007, The AABPP Best Paper Award 2009, The BCUBS Best Paper Award 2011.