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Entrepreneurship marketing : principles and practice of SME marketing /

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Nwankwo, Sonny (Editor ), Gbadamosi, Ayantunji (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Abingdon, Oxon ; New York, NY : Routledge, 2020.
Edición:Second edition.
Temas:
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Half Title
  • Title
  • Copyright
  • Contents
  • Preface
  • 1 Marketing in small and medium-sized enterprises: an introduction
  • 2 Small and medium enterprises marketing: innovation and sustainable economic growth perspective
  • 3 The role and relevance model of marketing in small and medium-sized enterprises
  • 4 The entrepreneurship marketing environment
  • 5 Buyer behaviour in the 21st century: implications for SME marketing
  • 6 Revisiting entrepreneurship marketing research: towards a framework for SMEs in developing countries
  • 7 Managing products and customer value: implications for SME marketing
  • 8 Choosing the right pricing strategy
  • 9 The reality of distribution faced by SMEs: a perspective from the UK
  • 10 Marketing communications for the SME
  • 11 Internet marketing
  • 12 Retailing and SME marketing
  • 13 Small and medium-sized enterprise retailing in the UK
  • 14 Relationship marketing and networks in entrepreneurship
  • 15 Internal marketing and service excellence in SMEs
  • 16 Crowdfunding of SMEs
  • 17 International entrepreneurship and small and medium-sized enterprises
  • 18 Born global SME in contemporary markets
  • 19 Cross cultural marketing strategies: for small and medium-sized firms
  • 20 Marketing planning in small businesses
  • 21 Contemporary issues in entrepreneurship marketing: sustainability, ethics, and social responsibility
  • 22 The future of SME marketing and operations: critical change drivers
  • 23 Religion and the SME
  • 24 SMEs and market growth: contemporary reflections on why and how they grow
  • 25 Developing entrepreneurial marketing competencies
  • 26 Marketing in the informal economy: an entrepreneurial perspective and research agenda
  • List of contributors
  • Index