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Implementing E-Marketing in Small and Medium-Sized Enterprises for Enhanced Sustainability

Implementing E-Marketing in Small and Medium-Sized Enterprises for Enhanced Sustainability
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Author(s): Edna Mngusughun Denga (American University of Nigeria, Nigeria)
Copyright: 2023
Pages: 23
Source title: Advancing SMEs Toward E-Commerce Policies for Sustainability
Source Author(s)/Editor(s): Rajasekhara Mouly Potluri (Kazakh-British Technical University, Kazakhstan)and Narasimha Rao Vajjhala (University of New York Tirana, Albania)
DOI: 10.4018/978-1-6684-5727-6.ch005

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Abstract

E-marketing is a strategic marketing approach that has revolutionized how marketing is executed by transitioning from traditional to internet-based platforms. It has significantly altered how firms interact with their customers. To provide insights and offer guidance for the growth and development of e-marketing among SMEs, the chapter explored the organizational, technological, and environmental elements that may drive the adoption of e-marketing, as well as models that can be implemented to enhance e-marketing. A thorough analysis of the literature revealed a significant positive association between sustainable marketing strategy and SME performance, indicating that sustainability is significantly influenced by the level of customer satisfaction, customer loyalty, and profitability.

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