Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: If you want to grow your small to medium-size business, you need to rank well in online search results. As many as 90% of customers check online reviews before making a purchase,? and 98% of web users choose a business that is on the first page of their search result.? To most Internet users, if you aren’t there, you don’t exist. Yet in 2012, only 42% of small businesses had a website,? and today many businesses are unable to build trust with online customers because their websites are incomplete, with limited information and unruly designs.


Date: June 1, 2015


Questions for discussion:

  • What does this report say to small business managers about communications with customers online?
  • What other online strategy would you recommend to each of the managers of the companies profiled in the report?

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