How Do Entrepreneurs See Digital Marketing?: Evidence From Portugal

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Author(s): Sandrina Francisca Teixeira (Polytechnic of Porto, Portugal), Belem Barbosa (University of Porto, Portugal)and Helder Pinto (Polytechnic of Porto, Portugal)
Copyright: 2019
Pages: 19
Source title: Entrepreneurial Orientation and Opportunities for Global Economic Growth
Source Author(s)/Editor(s): Orlando Lima Rua (Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-5225-6942-8.ch001

Keywords: Business & Management / Business Science Reference / Economics & Economic Theory / Entrepreneurship

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Abstract

The growth of the internet is giving rise to the overall importance of digital marketing for business management. In fact, digital marketing is widely accepted as an essential component of business management, and its share of the marketing budget is getting bigger. Still, digital marketing professionals deal with some resistance, especially from small and medium companies from more traditional sectors and from businesses struggling with limited budgets for marketing and communication. Entrepreneurs and startup managers are expected to have a clear acknowledgement of digital marketing tools' benefits, which is confirmed in this study. However, budget constraints limit their willingness to spend money on digital marketing and to hire specialized personnel. This chapter provides valuable cues for digital marketing practitioners and companies that intend to approach startups.

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