FACTORS AFFECTING MARKETING TECHNOLOGY ACTIVITIES IN ENTERPRISES THROUGH CASE STUDIES IN SMALL AND MEDIUM ENTERPRISES IN DA NANG CITY

Abstract

The objective of this study is to identify factors affecting marketing technology activities in enterprises through case studies in small and medium enterprises in Da Nang city. The data were collected from direct surveys of 270 manager and marketer who work in small and medium enterprises in Da Nang city. By combining the exploratory factor analysis method with multivariate linear regression, the results indicate 04 factors affecting the marketing technology activities in small and medium enterprises in Da Nang city: Technology, Organisation, Environment, Value Anticipation. In which, the factor “Technology” has the strongest impact on marketing technology activities in small and medium enterprises in Da Nang city