Internet marketing by SMEs: Towards enhanced competitiveness and internationalisation of professional services

Research output: Contribution to journalReview article

18 Citations (Scopus)

Abstract

This research aims to investigate the subject of internet marketing in the context of SMEs in the professional services sector (PSSMEs). Towards this aim an extensive literature review and secondary data research are performed that investigate and interrelate the background theories of three fields of marketing: SMEs, professional services and marketing communications, with a special focus on electronic marketing. The findings of the research ascertain the key attributes, factors and competencies concerning PSSMEs' internet marketing. Subsequently and consequently, a number of elements relating internet marketing with PSSMEs' competitiveness and strategic marketing are identified, especially in the context of PSSMEs' size (SMEs) and nature (professional services). The research finally utilises the findings to construct an 'internet marketing model for PSSMEs' towards enhanced competitiveness and internationalisation. The model provides an indispensable, comprehensive, spherical and multidimensional conceptual perspective on PSSMEs' marketing - one that is easily overlooked through the particular focusing of primary researches in the field.

Original languageEnglish
Pages (from-to)241-261
Number of pages21
JournalInternational Journal of Internet Marketing and Advertising
Volume4
Issue number2-3
DOIs
Publication statusPublished - 2008

Keywords

  • Competitiveness
  • International marketing
  • Internet marketing
  • Internet marketing and advertising
  • Marketing Communications
  • MC
  • Professional services
  • PSSMEs
  • SMEs

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