SME Marketing and Online Marketing

Duruc, Zsolt Jozsef (2022) SME Marketing and Online Marketing. Masters thesis, Dublin, National College of Ireland.

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Abstract

SMEs are a major part of any country’s economy thus it is beneficial to study and understand how they conduct their business activities. This paper will focus on marketing and more specifically how small and medium enterprises (SME) utilise online and offline tools in their marketing strategy. Previous studies make it clear that while social media advertising is on the rise, it should not completely replace traditional media, if anything the two should be combined to achieve media synergies. However from studying SMEs it also becomes clear that resource limitations can hold them back. Therefore this paper will try to look into social media advertising in relation to SMEs and the general characteristics of SME marketing at large. The paper also considers what roles do customer behaviour, customer engagement and word of mouth can have on the marketing strategy of SMEs.

Item Type:	Thesis (Masters)
Supervisors:	Name Email -, - UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions:	School of Business > Master of Science in Management
Depositing User:	Tamara Malone
Date Deposited:	06 Apr 2023 15:36
Last Modified:	06 Apr 2023 15:36
URI:	https://norma.ncirl.ie/id/eprint/6413

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