A Model of E-Marketing for Growth of Small and Medium Enterprises (SMEs) in North-East India

Abstract

E-Marketing has become essential and effective tool for Small and Medium Enterprises (SMEs) for firm’s survival because it draws prequalified sales leads .At present, the SMEs in the region are facing huge challenges to be able to play their due role in the regional economy and national economy as well as to remain competitive in the era of globalization and liberalization. For survival, SMEs need to strategize their activities particularly marketing so as to open up for all markets (Downes & Mui, 1998). This can be obtained through E-Marketing tools and this paper endeavors to extend the argumentation regarding the issues of offline marketing and advantages of online marketing for small and medium firm. A model of E-Marketing is developed for SMEs in North East India as all these development, benefits to the North East India economy is extremely marginal. A sample of 200 nos. of SMEs in North East India is considered for the study and a semi structured questionnaire was distributed to the top managers of these SME. The paper applies statistical analysis such as Factor analysis and regression model to develop a model of E-Marketing for Growth of Small and Medium Enterprises (SMEs) in North-East India. Consequently, the study contributes in understanding E-Marketing phenomena for growth of SMEs in India in general and North East India in particular.