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Harvard
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Management
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Thesis Proposal
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English (U.S.)
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The Effect Of E-Marketing Success Factors On Competitiveness: A Study Of Small And Medium Sized Enterprises In Egypt (Thesis Proposal Sample)

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THE EFFECT OF E-MARKETING SUCCESS FACTORS ON COMPETITIVENESS: A STUDY OF SMALL AND MEDIUM SIZED ENTERPRISES IN EGYPT

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Content:
THE EFFECT OF E-MARKETING SUCCESS FACTORS ON COMPETITIVENESS: A STUDY OF SMALL AND MEDIUM SIZED ENTERPRISES IN EGYPT
A RESEARCH THESIS SUBMITTED TO AL-MADINAH INTERNATIONAL UNIVERSITY (MEDIU) IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF DOCTORATE OF MARKETING.
AUGUST, 2013
DECLARATION
This research thesis is my original work and has not been offered for a degree or any other award in any other institution/University.
MOHAMMED ELSABAGH
AQ656
Signature …………………………………… Date: ……………………………………...
We confirm that the work reported in this research thesis was carried out by the candidate under our supervision.
Signed………………………………. Date……………………
Name: Supervisor 1
Signed………………………..……. Date……………………
Name: (2nd Supervisor)
DEDICATION
This research thesis is dedicated to my relatives and colleagues who have brought meaning and fulfillment to my life for their tireless, amicable and spiritual support and their in-depth understanding of my protracted working days during the writing of the research thesis.
ACKNOWLEDGEMENT
I wish to thank and express my heartfelt pleasure and gratitude to my project supervisors and also the entire administration my University, whose great aid made it valuable to the completion of this research thesis. More importantly, I would like thank the almighty God for availing me a chance to undertake this course in good health throughout the project. To my colleagues and in specifically my workmates, I say bravo! For their vital and immense assistance and guidance during the hard times I encountered in study and data collection exercise.
ABSTRACT
E-Marketing helps with increasing the competitiveness of enterprises through quality, supply chain and the effect of E-Marketing itself. E-Marketing represents the work approach that enhances competitiveness at the small and medium-sized enterprises. This research seeks to explore how product development techniques under e-marketing influence the level of competitiveness of small and medium sized enterprises in Egypt. Furthermore, the study examined how e-marketing help in improving pricing priorities, determine how e-marketing influence distribution methods and the competitiveness of small and medium sized companies. This study will also seek to know the effects of e-marketing and how it relates with promotion as well as the level of competitiveness of business in Egypt. To enable the researcher have a clear and understudying of these hypothesis, a questionnaire was designed to capture all the necessarily information and later SPSS program was used to analyze the data. It was found that the small and medium sized businesses that used e-marketing ad their marketing forum had higher returns compared to the one that still used physical media. In addition, it was noted that the level of competitiveness had increased with the level of technology as many businesses were using as many social media platform to market their products as best as possible.
TABLE OF CONTENTS
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc366733487" DECLARATION  PAGEREF _Toc366733487 \h ii
 HYPERLINK \l "_Toc366733488" DEDICATION  PAGEREF _Toc366733488 \h iii
 HYPERLINK \l "_Toc366733489" ACKNOWLEDGEMENT  PAGEREF _Toc366733489 \h iv
 HYPERLINK \l "_Toc366733490" ABSTRACT  PAGEREF _Toc366733490 \h v
 HYPERLINK \l "_Toc366733491" LIST OF FIGURES  PAGEREF _Toc366733491 \h x
 HYPERLINK \l "_Toc366733492" ABBREVIATIONS AND ACRONYMS  PAGEREF _Toc366733492 \h xiii
 HYPERLINK \l "_Toc366733493" CHAPTER ONE: INTRODUCTION  PAGEREF _Toc366733493 \h 0
 HYPERLINK \l "_Toc366733494" 1.1 Background of the Study  PAGEREF _Toc366733494 \h 0
 HYPERLINK \l "_Toc366733495" 1.2 Problem Statement  PAGEREF _Toc366733495 \h 6
 HYPERLINK \l "_Toc366733496" 1.3 Research Objectives  PAGEREF _Toc366733496 \h 9
 HYPERLINK \l "_Toc366733497" 1.6 Significance of the Study  PAGEREF _Toc366733497 \h 10
 HYPERLINK \l "_Toc366733498" 1.8 Research Scope  PAGEREF _Toc366733498 \h 11
 HYPERLINK \l "_Toc366733499" 1.9 Research Structure  PAGEREF _Toc366733499 \h 12
 HYPERLINK \l "_Toc366733500" CHAPTER TWO: LITERATURE REVIEW  PAGEREF _Toc366733500 \h 14
 HYPERLINK \l "_Toc366733501" 2.1 Introduction  PAGEREF _Toc366733501 \h 14
 HYPERLINK \l "_Toc366733502" 2.2 The Small and Medium- Sized Companies in Egypt  PAGEREF _Toc366733502 \h 14
 HYPERLINK \l "_Toc366733503" 2.3 The Concept of E-Marketing  PAGEREF _Toc366733503 \h 16
 HYPERLINK \l "_Toc366733504" 2.4 Success Factors of E-Marketing  PAGEREF _Toc366733504 \h 23
 HYPERLINK \l "_Toc366733505" 2.4.1 The First Factor: Techniques of Product Development with E-Marketing  PAGEREF _Toc366733505 \h 23
 HYPERLINK \l "_Toc366733506" 2.4.2 The Second Factor: Pricing Policies  PAGEREF _Toc366733506 \h 33
 HYPERLINK \l "_Toc366733507" 2.4.3 The Third Factor: E- Distribution Methods  PAGEREF _Toc366733507 \h 41
 HYPERLINK \l "_Toc366733508" 2.4.4 The Fourth Factor: Electronic Promotion Tools  PAGEREF _Toc366733508 \h 47
 HYPERLINK \l "_Toc366733509" CHAPTER THREE: RESEARCH METHODOLOGY  PAGEREF _Toc366733509 \h 52
 HYPERLINK \l "_Toc366733510" 3.1 Introduction  PAGEREF _Toc366733510 \h 52
 HYPERLINK \l "_Toc366733511" 3.2 Research Design  PAGEREF _Toc366733511 \h 52
 HYPERLINK \l "_Toc366733512" 3.3 Study Population  PAGEREF _Toc366733512 \h 54
 HYPERLINK \l "_Toc366733513" 3.4 Sampling procedure and sample size  PAGEREF _Toc366733513 \h 55
 HYPERLINK \l "_Toc366733514" 3.5 Data collection methods and procedures  PAGEREF _Toc366733514 \h 57
 HYPERLINK \l "_Toc366733515" 3.6 Pre-testing  PAGEREF _Toc366733515 \h 59
 HYPERLINK \l "_Toc366733516" 3.7 Data analysis and presentation  PAGEREF _Toc366733516 \h 59
 HYPERLINK \l "_Toc366733517" 3.8 Authenticity of the study instruments  PAGEREF _Toc366733517 \h 60
 HYPERLINK \l "_Toc366733518" 3.9 Stability of the study tool  PAGEREF _Toc366733518 \h 60
 HYPERLINK \l "_Toc366733519" 3.10 Hypotheses/ Proposition development  PAGEREF _Toc366733519 \h 60
 HYPERLINK \l "_Toc366733520" 3.11 Research/hypotheses themes  PAGEREF _Toc366733520 \h 61
 HYPERLINK \l "_Toc366733521" CHAPTER FOUR: FINDING AND ANALYSIS  PAGEREF _Toc366733521 \h 63
 HYPERLINK \l "_Toc366733522" 4.1. Introduction  PAGEREF _Toc366733522 \h 63
 HYPERLINK \l "_Toc366733523" 4.2 Demographic Information of the Respondents  PAGEREF _Toc366733523 \h 63
 HYPERLINK \l "_Toc366733524" 4.2: Age  PAGEREF _Toc366733524 \h 65
 HYPERLINK \l "_Toc366733525" 4.3: Education  PAGEREF _Toc366733525 \h 68
 HYPERLINK \l "_Toc366733526" 4.4: Services received by respondents  PAGEREF _Toc366733526 \h 70
 HYPERLINK \l "_Toc366733527" 4.5: Experience  PAGEREF _Toc366733527 \h 72
 HYPERLINK \l "_Toc366733528" 4.6 Non-Demographic Determinants of e-marketing competitiveness  PAGEREF _Toc366733528 \h 74
 HYPERLINK \l "_Toc366733529" 4.7: Correlation  PAGEREF _Toc366733529 \h 113
 HYPERLINK \l "_Toc366733530" 4.8: Summary  PAGEREF _Toc366733530 \h 118
 HYPERLINK \l "_Toc366733531" CHAPTER 5: DISCUSSION, CONCLUSIONS AND RECOMMENDATIONS  PAGEREF _Toc366733531 \h 119
 HYPERLINK \l "_Toc366733532" 5.1 Effect of e-marketing success factors on competitiveness  PAGEREF _Toc366733532 \h 119
 HYPERLINK \l "_Toc366733533" 5.2 Demographic factors influencing e-marketing on competitiveness  PAGEREF _Toc366733533 \h 120
 HYPERLINK \l "_Toc366733534" 5.3 Non-Demographic Determinants of competitiveness on e-marketing among Egyptian small and medium sized enterprises  PAGEREF _Toc366733534 \h 122
 HYPERLINK \l "_Toc366733535" 5.4: Conclusions  PAGEREF _Toc366733535 \h 123
 HYPERLINK \l "_Toc366733536" 5.5: Recommendations  PAGEREF _Toc366733536 \h 124
 HYPERLINK \l "_Toc366733537" REFERENCES  PAGEREF _Toc366733537 \h 125
 HYPERLINK \l "_Toc366733538" APPENDIX 1  PAGEREF _Toc366733538 \h 133
 HYPERLINK \l "_Toc366733539" SURVEY QUESTIONNAIRE  PAGEREF _Toc366733539 \h 133

LIST OF TABLES
Table 2.1 Comparison between E-marketing and traditional marketing……...…………..….18
Table 2.2 Differences between e-marketing and traditional marketing .………..……....…...20
Table 2.3 the shift from traditional markets to electronic markets…..……………...…….…21
Table 2.4 The benefits of e-marketing…………………………………………….……..…..22
Table 2.5: Product techniques of traditional marketing mix and the electronic one................26
Table 2.6 Matrix marketing products online………………………………………..…….….31
Table 2.7: Types of Flexible Price .............................................................................................
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