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...
Clasificación: | Libro Electrónico |
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Otros Autores: | , |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2020.
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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