2016
DOI: 10.21511/ppm.14(1).2016.07
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The use of traditional marketing tools by SMEs in an emerging economy: a South African perspective

Abstract: Small and medium enterprises (SMEs) play a vital role in all economies around the world, they are responsible for creating of jobs, alleviating of poverty, contributing to innovation and to the gross domestic product of a country. However, many of these businesses face challenges and often fail within a short period of time. The success of small businesses is not only having products and a market to sell them to but also effective marketing of these products to the targeted market. A vast array of studies have… Show more

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Cited by 39 publications
(30 citation statements)
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“…The apparent saturation of the market in developed economies subsequently occurred in the noughties; however, due to the constant development of the issue, the potential of the tool has not been fully used, especially for mainstream business entities. Internet marketing is still perceived by many business entities as complementary to traditional marketing through physical media (Cant and Wiid 2016). It specifically applies to small and medium-sized enterprises, which usually have only limited funds to be spent on marketing communications.…”
Section: Introductionmentioning
confidence: 99%
“…The apparent saturation of the market in developed economies subsequently occurred in the noughties; however, due to the constant development of the issue, the potential of the tool has not been fully used, especially for mainstream business entities. Internet marketing is still perceived by many business entities as complementary to traditional marketing through physical media (Cant and Wiid 2016). It specifically applies to small and medium-sized enterprises, which usually have only limited funds to be spent on marketing communications.…”
Section: Introductionmentioning
confidence: 99%
“…According to Kallier (2017), SMEs also face with high failure rates because of their inability to have required competencies regarding marketing and technology, to have financing opportunities and to overcome technological barriers (Van Scheers, 2011). All those disadvantages might influence their usage of online social marketing tools negatively (Cant & Wiid, 2016). Since microenterprises are smaller than small-medium sized firms, these issues might be more crucial for the smallest SMEs and might cause differences in the usage of these social media tools.…”
Section: Introductionmentioning
confidence: 99%
“…Prior research has evidenced that SMEs in some African countries use traditional marketing methods as opposed to employing technology in their marketing processes (Cant & Wiid, 2016). As discussed previously, investments in developing new technology, through the pursuit of R&D, during times of high EPU could potentially be a risky endeavour for SMEs, due to high failure rates associated with R&D. Traditional marketing methods typically involve print and broadcast media, in addition to direct mail and telemarketing (Cant & Wiid, 2016). These marketing and promotional tools are less innovative in nature and do not employ digital marketing channels for the purpose of promotion.…”
Section: Discussionmentioning
confidence: 99%