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...

Descripción completa

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:
Marketing > Management.
Entrepreneurship.
Small business > Management.
New business enterprises > Management.
Marketing > Gestion.
Entrepreneuriat.
Petites et moyennes entreprises > Gestion.
Nouvelles entreprises > Gestion.
entrepreneurs.
BUSINESS & ECONOMICS / General
BUSINESS & ECONOMICS / Entrepreneurship
BUSINESS & ECONOMICS / Marketing / General
Entrepreneurship
Marketing > Management
New business enterprises > Management
Small business > Management
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

Ejemplares similares