Adoption of e-marketing in pharmacies in Nairobi
With globalization and liberalization of economies, combined with the severe global downturn, the pressure to reduce costs and retain margins is huge. This coupled with demands from investors and consumers for increased productivity, efficiency, innovation and quality of products and services, result in increasingly more competitive national and global markets. In this competitive era, profits are declining and organizations are focusing more on customers and designing marketing mixes that enables easier reach of potential customers’ worldwide (Strauss, Frost and Stone, 2008). However, the era of computer technologies has drastically changed society and business in recent years. In the 1980s and 1990s, microcomputers emerged as a new technology that promised to change every aspect of lives. As computer technology has advanced, the Internet has created a flood of interesting & innovative ways to provide customer value (Strauss et al, 2008). It has become a dominant aspect of computer use by individuals and businesses worldwide. Individuals use the Internet for different reasons, including social interaction, obtaining information, and purchasing goods and services more particularly on accessing services and good that pertains to their health status (Day, Janus, and Davis 2005).