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首页> 外文期刊>International Journal of Internet Marketing and Advertising >Internet marketing by SMEs: towards enhanced competitiveness and internationalisation of professional services
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Internet marketing by SMEs: towards enhanced competitiveness and internationalisation of professional services

机译：中小企业的互联网营销：增强竞争力和专业服务的国际化

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摘要

This research aims to investigate the subject of internet marketing in the context of SMEs in the professional services sector (PSSMEs). Towards this aim an extensive literature review and secondary data research are performed that investigate and interrelate the background theories of three fields of marketing: SMEs, professional services and marketing communications, with a special focus on electronic marketing. The findings of the research ascertain the key attributes, factors and competencies concerning PSSMEs' internet marketing. Subsequently and consequently, a number of elements relating internet marketing with PSSMEs' competitiveness and strategic marketing are identified, especially in the context of PSSMEs' size (SMEs) and nature (professional services). The research finally utilises the findings to construct an 'internet marketing model for PSSMEs' towards enhanced competitiveness and internationalisation. The model provides an indispensable, comprehensive, spherical and multidimensional conceptual perspective on PSSMEs' marketing - one that is easily overlooked through the particular focusing of primary researches in the field.
机译：这项研究旨在调查专业服务领域中的中小企业（PSSME）中的互联网营销主题。为了实现这一目标，进行了广泛的文献综述和辅助数据研究，以调查和相互关联的三个营销领域的背景理论：中小企业，专业服务和营销传播，尤其侧重于电子营销。研究结果确定了PSSMEs网络营销的关键属性，因素和能力。随后，因此，确定了将互联网营销与PSSME的竞争力和战略营销相关的许多要素，尤其是在PSSME的规模（SME）和性质（专业服务）的背景下。该研究最终利用调查结果构建了一个“ PSSME互联网营销模型”，以增强竞争力和国际化。该模型为PSSME的营销提供了必不可少的，全面的，球形的和多维的概念视角-通过该领域主要研究的特别关注，很容易忽略这一观点。

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