This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges and opportunities faced by businesses today.
This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges and opportunities faced by businesses today.
Sonny Nwankwo is Emeritus Professor at the University of East London, UK, and the Provost of the Nigerian Defence Academy (NDA), Nigeria. He is Visiting Professor at universities across Africa, Australia, Europe, and North America. Prior to joining academia, he was a customer services manager in the telecommunications industry. Ayantunji Gbadamosi is Research Coordinator and Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. His research interests are in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications.
Inhaltsangabe
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 & 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
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 & 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
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