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Internet Marketing Adoption by Iranian Distribution Industry: An Attempt to Understand the Reality

Internet Marketing Adoption by Iranian Distribution Industry: An Attempt to Understand the Reality
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Author(s): Sepideh Zahiri (Birmingham City University, Birmingham, UK), Hatem El-Gohary (Faculty of Business, Law and Social Sciences, Birmingham City University, UK & College of Business and Economics, Qatar University, Qatar & Cairo University Business School, Cairo University, Egypt) and Javed Hussain (Birmingham City Business School, Birmingham City University, Birmingham, UK)
Copyright: 2018
Volume: 9
Issue: 2
Pages: 29
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.2018040103

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Abstract

This article describes how although the internet has become a significant platform for the advancement of marketing strategies and developments, there have been inadequate empirical research efforts concerning its adoption for conducting internet marketing in developing countries, specifically in the Middle East area, and more particularly in Iran. Previous studies investigated internet marketing adoption and acceptance extensively, by employing different theories of new technology adoption in developed countries, while there have been inadequate empirical research efforts concerning its adoption in developing countries. It is widely recognised that the adoption of internet marketing can offer substantial opportunities for Small and Medium Sized Enterprises (SMEs). In developing countries, internet marketing opportunities can be a meaningful approach for SMEs to be able to compete with large businesses and to access, with lowest possible costs, targeted customers.

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