1.1 BACKGROUND TO THE STUDY
Marketing has pretty much been around forever in one form or another. Since the day when humans first started trading whatever it was that they first traded, marketing was there. Marketing was the stories they used to convince other humans to trade. The Chartered Institute of Marketing (CIM 1999) offers the following definition for Marketing:” Marketing is the management process responsible for identifying, anticipating and satisfying customers’ requirements profitably”. Also, Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler and Armstrong, 2000)
The methods of marketing have changed and improved, and have become a lot more efficient at telling the stories and getting the marketing messages out there. E-Marketing is the product of the meeting between modern communication technologies and the age-old marketing principles that humans have always applied.
E-Marketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms E-Marketing, Internet marketing and online marketing are frequently interchanged and can often be considered synonymous. Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, Simkin, Pride and Ferrell, 2001). E-Marketing encompasses all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity. Internet marketing is the fastest growing and most exciting branch of marketing today. As the world becomes ever more connected, keeping up with developments and trends is vital for marketers trying to reach new audiences – who are more discerning, fragmented and cynical than ever. Technology and software are changing at such a high rate that it seems almost impossible to keep up with trends. Products and services are evolving and adapting to the online sphere. The web is constantly shifting, growing and changing – everything is fleeting.
There is no internationally accepted definition of “small” scale industries because the term small is a relative concept, what is considered small in one country may in fact be a large one in another country. Different countries use different cut-off points for these criteria and what may be considered small in one country may be deemed medium or even large in another. In fact, a high degree of arbitrariness exists. Varied criteria have been employed by authors in an effort to delimit this sector with number of employees, gross assets,...