Digital Marketing and the Sustainable Performance of Small and Medium Enterprises

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Author(s): Edna Mngusughun Denga (American University of Nigeria, Nigeria)and Sandip Rakshit (RMIT University, Vietnam)
Copyright: 2023
Pages: 22
Source title: Advancing SMEs Toward E-Commerce Policies for Sustainability
Source Author(s)/Editor(s): Rajasekhara Mouly Potluri (Al Ghurair University, UAE)and Narasimha Rao Vajjhala (University of New York Tirana, Albania)
DOI: 10.4018/978-1-6684-5727-6.ch011

Keywords: Business & Management / Business Science Reference / E-Commerce / Small & Medium Enterprises

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Abstract

Contemporary marketing innovation embraces digital platforms, and irrespective of where SMEs operate, they are confronted with highly volatile, competitive, and dynamic market conditions. Research shows businesses cannot become profitable and competitive without implementing appropriate digital marketing strategies. By utilizing digital tools, SMEs can identify, engage, market, and successfully sustain consumer relationships. Therefore, the chapter analyzes literature to identify the various digital marketing strategies SMEs can adopt, the benefits they stand to gain, and the potential direct and indirect effects on SME performance.

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Digital Marketing and the Sustainable Performance of Small and Medium Enterprises

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