Entrepreneurship Marketing (eBook, PDF)

Principles and Practice of SME Marketing
Redaktion: Nwankwo, Sonny; Gbadamosi, Ayantunji

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 458
• Erscheinungstermin: 26. Februar 2020
• Englisch
• ISBN-13: 9780429999987
• Artikelnr.: 58719762

Autorenporträt

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