Current Relationship between Small and Medium Size Enterprises in Nigeria and E-Marketing

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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. The Chartered Institute of Marketing (CIM 1999) offers the following definition for Marketing:” Marketing is the management process responsible for identifying, anticipating and satisfying customers’ requirements profitably”. Also, Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler and Armstrong, 2000)
The methods of marketing have changed and improved, and have become a lot more efficient at telling the stories and getting the marketing messages out there. E-Marketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activit...

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4. The Chartered Institute of Marketing (2009): Marketing and the 7Ps: A brief summary of Marketing and how it works retrieved on 17/1/2014 from www.cim.co.uk/marketingresources.
5. E- Marketing 101 (chapter one): What is E-marketing and how is it better the traditional marketing? Retrieved on 9/5/2013 from www.quirk.biz.
6. Akamiokhor (1983) “Small and Medium Scale Enterprise in Nigeria African Economic Research Consortium Nairobi.
7. Dipp A. (2001) “Marketing Concepts and Strategies, 5th Edition”. McGraw-Hill, London, Pp. 110-122
8. Gilmore A., Gallagher D., Henry S., 2007, E-marketing and SMEs operational lessons for the future, European Business Review, Vol. 19, Issue 3, pp. 234 - 247
9. Fadahunsi, O. (1992) Entrepreneurship and Small Industry Development in the Common Wealth; An overview, Nigerian Management Review vol.7.No.2, Pp. 443 – 454

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