University of Twente Student Theses


Marketing strategy for online SMEs

Kottier, W.G. (2017) Marketing strategy for online SMEs.

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Abstract:This paper illustrates how to set up a marketing strategy for SMEs which are performing online. Research of marketing strategies often relies on the application of marketing models and tools which are used for large companies and which are not applicable in small- and medium enterprises (SMEs) (Chaston & Mangles, 2002). Furthermore, the last twenty years have brought a revolution in the marketing area through the extremely rapid rise in the use of the internet and social media (Jelfs & Thomson, 2016). Therefore, this paper develops a new model which is useful for SMEs with online activities. The Web-Marketing Mix model (Constantinides, 2002) is used in combination with the STP model and a communication triangle. The STP model and communication triangle are adjusted for SMEs which perform online. The new combined model is tested through a single case study and the results are discussed in this paper. Data is collected by means of interviews, the tool Google Analytics and surveys. Because the research was tested through a single case study, results are not generalizable. Therefore, future research is necessary.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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