Entrepreneurship marketing : principles and practice of SME marketing /
edited by Sonny Nwankwo and Ayantunji Gbadamosi.
- Second edition.
- London : Routledge, c2020.
- ix, 447 pages : illustrations ; 25 cm
Includes index.
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 UK
10 - Marketing communications for the SMEs
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
In English text.
9781138585232
Marketing--Management.
Entrepreneurship.
Small business--Management.
New business enterprises--Management.
HF 5415.13 / E36 2020
Includes index.
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 UK
10 - Marketing communications for the SMEs
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
In English text.
9781138585232
Marketing--Management.
Entrepreneurship.
Small business--Management.
New business enterprises--Management.
HF 5415.13 / E36 2020