Indian and Bhutanese Governments Support Platform towards E-Marketing in SBEs: An Exploratory Study

Abstract

E-Marketing is often considered to be the future of marketing and the other related fields. The last two decades have been crucial for the E-marketing as the world is witnessing the biggest electronic revolution in the era of Information Technology and Computers. Today every organisation strives to mark its presence on the E-world along with the real world through different E-Sources available to it. The ever growing E-commerce is the biggest evidence of the presence of E-marketing in the modern world. This development in the field of marketing is possible because of the E-Infrastructure available in an economy which is the result ofgovernment policies and vision pertaining to the future of the respective nations. Many authors, researchers are of the opinion to develop the E-marketing practices so as to develop the economy as the E-marketing tends to target more number of customers, suppliers and other stakeholders. The present study is an attempt to analyse support platforms available for SBEs in the two neighbouring countries India and Bhutan. The study analyses the various government agencies available in these two nations and their contribution in providing the support platform towards E- marketing in SBEs. The study also compares the practices of the two nations based on the literature and tries to draw a meaningful conclusion and recommendations thereon.