Produktdetaljer
ISBN
9781137532565
Publisert
2015-10-26
Utgiver
Vendor
Palgrave Macmillan
Høyde
216 mm
Bredde
140 mm
Aldersnivå
Research, P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Om bidragsyterne
Luca Cacciolatti is Associate Professor and Senior Lecturer of Marketing at University of Westminster, UK. His research interests include SME marketing and marketing decision making, marketing intelligence and strategic marketing.Soo Hee Lee is Professor of Organization Studies at Kent Business School, University of Kent, UK. His research focuses on comparative institutions, innovation systems, and digital convergence and remediation of creative practice in arts and design.
Entrepreneurial Marketing for SMEs contextualizes the practice of marketing amongst SMEs, and critically discusses major issues of Entrepreneurial Marketing with a relevant and up-to-date academic body of knowledge.
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Entrepreneurial Marketing for SMEs contextualizes the practice of marketing amongst SMEs, and critically discusses major issues of Entrepreneurial Marketing with a relevant and up-to-date academic body of knowledge.
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1. INTRODUCTION 2. THE NATURE OF THE SMALL AND MEDIUM SIZED ENTERPRISE 3. SMALL BUSINESS OWNERS AND THEIR ENVIRONMENT 4. ENTREPRENEURIAL COGNITION AND LEARNING 5. GROWTH STRATEGIES WITHIN AN SME CONTEXT 6. THE ROLE OF STRUCTURED MARKETING INFORMATION IN SMES' DECISION MAKING 7. INTERNATIONALISATION STRATEGIES 8. VALUE PROPOSITIONS: HOW TO BUILD SMES' OFFERING 9. PRICING AND DISTRIBUTION DECISIONS IN A CONTEXT OF LOW DISTRIBUTION CAPACITY 10. BUILDING BRANDS IN SMES 11. SUPPLY CHAIN RELATIONSHIPS MANAGEMENT: SMES' PARTNERS
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Produktdetaljer
ISBN
9781137532565
Publisert
2015-10-26
Utgiver
Vendor
Palgrave Macmillan
Høyde
216 mm
Bredde
140 mm
Aldersnivå
Research, P, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Om bidragsyterne
Luca Cacciolatti is Associate Professor and Senior Lecturer of Marketing at University of Westminster, UK. His research interests include SME marketing and marketing decision making, marketing intelligence and strategic marketing.Soo Hee Lee is Professor of Organization Studies at Kent Business School, University of Kent, UK. His research focuses on comparative institutions, innovation systems, and digital convergence and remediation of creative practice in arts and design.