1、中文 3600 字， 2000 英文单词， 1.1 万英文字符 文献 出处 ： Balamurugan R N, Sathish M, Jublee D, et al. A Market Study on Perception of Online Marketing Adoption by Small and Medium Enterprises (SMEs) in Coimbatore CityJ. TMC Academic Journal, 2014: 1-15. A Market Study on Perception of Online Marketing Adoption by Sm
2、all and Medium Enterprises (SMEs) in Coimbatore City RN Balamurugan, M Sathish, D Jublee, RS Sathyanarayanan Abstract Online marketing has become a popular marketing tool in the modern world. A number of organizations from small to large size firms have implemented or are about to implement online m
3、arketing to attract and retain their customers in the competitive business environment. The purpose of the study is to explore the perception of online marketing adopt ion by Small and Medium Enterprises (SMEs) in Coimbatore and also to identify benefits, barriers, importance and effectiveness of on
4、line marketing among SMEs. Data for the study were collected through survey method from 80 SMEs using structured questionnaires to examine their perception of online marketing adoption. The study was limited to a small sample with fixed geographic location, which is within Coimbatore. The study reve
5、als that most SMEs have not implemented online marketing due to several factors such as lack of technology awareness, qualified staff, limited support online activities, limited financ ial resources, and low computer literacy. Those SMEs who have adopted online marketing experienced benefits in term
6、s of reduced cost, increased customer awareness, increased sales, global reach and so on. Furthermore, the study also suggested that SMEs can adopt online marketing by creating their own website, listing themselves in online directory and online trade portals with reduced cost and also government support initiatives to SMEs by creating awareness campaign. It also encourages entrepreneurs to conduct training for SMEs. Keywords: Online Marketing, Small and Medium Enterprises, Awareness and Adop
