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Entrepreneurship marketing : principles and practice of SME marketing / edited by Sonny Nwankwo and Ayantunji Gbadamosi.

Contributor(s): Nwankwo, Sonny, editor | Gbadamosi, Ayantunji, editorMaterial type: TextTextPublisher: London : Routledge, c2020Edition: Second editionDescription: ix, 447 pages : illustrations ; 25 cmISBN: 9781138585232Subject(s): Marketing -- Management | Entrepreneurship | Small business -- Management | New business enterprises -- ManagementLOC classification: HF 5415.13 | E36 2020
Contents:
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
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Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5415.13 E36 2020 (Browse shelf) 1 copy Available R0012760

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.

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