Marketing Strategies on the Internet （Internet Marketing） and Its Impact on Smes in Ghana

作     者：Nyansah Linda Afoley 

作者单位：浙江工商大学 

学位级别：硕士

导师姓名：谢杰

授予年度：2020年

学科分类：120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 12[管理学] 1202[管理学-工商管理] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 

主      题：small enterprises medium-sized enterprises Internet marketing Ghana 

摘      要：This study focused on Internet marketing and the impact on Ghana’s small and medium-sized *** objectives of the study were to determine the reach of internet marketing applications by SMEs in Ghana,to identify the challenges faced by SMEs in implementing internet marketing in Ghana and to determine the effect of internet marketing on the output of *** the last few decades,the growth and proliferation of the internet with an unprecedented speed has contributed to its expanded use for marketing purposes;this is internet *** Internet as a marketing tool provides businesses considerable opportunities to try and implement creative strategies to meet the rising customer *** inquiry was a descriptive study using a sample size of 150 *** data were obtained using SMEs’ top management *** data collected were analyzed using the frequencies,percentages,means and standard deviation as well as the study of factor and *** study found that internet marketing was used to a modest degree and that certain problems affected or prevented SMEs ability to apply internet *** small and medium-sized companies concluded that the greatest obstacle in internet marketing application was the fear of losing their existing customers who could not access *** lack of funds to invest in the introduction of internet marketing as well as the lack of skilled IT workers addressed the difficulties outlined in the *** marketing has had a positive effect on SME *** most used ways of internet marketing were the social media,mobile advertising and *** ability improved,market share increased and the ability to expand their market *** company’s reputation has been improved,an increased competitive advantage as well as greater loyalty and access to new markets as impacts of these SMEs ’ use of internet marketing.