Marketing in Tunisian SMEs - Ghachem, Lassaad
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This book is aimed at SME managers, marketing directors, consultants and business school students. The author highlights the marketing challenges faced by small and medium-sized businesses and the main constraints they face. Without claiming to be exhaustive, this work provides new insights into Tunisian marketing within SMEs in the industrial sector and industry-related services, a field that is being invented day by day. The first part is designed for readers seeking theoretical knowledge on the fundamentals of marketing in the context of small and medium-sized enterprises. The second part…mehr

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Produktbeschreibung
This book is aimed at SME managers, marketing directors, consultants and business school students. The author highlights the marketing challenges faced by small and medium-sized businesses and the main constraints they face. Without claiming to be exhaustive, this work provides new insights into Tunisian marketing within SMEs in the industrial sector and industry-related services, a field that is being invented day by day. The first part is designed for readers seeking theoretical knowledge on the fundamentals of marketing in the context of small and medium-sized enterprises. The second part focuses on the marketing component of the "Innovation, Economic Development and Employment" Project (GIZ) and the role of marketing within the companies benefiting from the program.
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Autorenporträt
Lassaad Ghachem é doutorado pela Universidade de Neuchâtel, tem um mestrado em Gestão de PME pela Universidade do Quebeque em Trois-Rivières e um mestrado em Comércio Eletrónico pela HEC Montréal. Tem cerca de quinze anos de experiência em formação e consultoria para organizações nacionais e internacionais.