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.