PROPOSAL ON FACTORS INFLUENCING ADOPTION OF E-MARKETING BY SMALL AND MEDIUM ENTERPRISES (SMES) IN THE FASHION INDUSTRY IN LAGOS STATE
Abstract In a heterogeneous society like Nigeria, organizations need to develop competitive advantages through the effective utilization of marketing channels; electronic marketing has been viewed as the new order when it comes to marketing medium. The study complements existing literature and research by examining factors that assist in the adoption of electronic marketing by SMEs in the fashion industry in Lagos state. Â The research philosophy and the philosophy taken for ...
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