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001 9780429505461
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006 m o d
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008 191107t20202020enk ob 001 0 eng
040 _aOCoLC-P
_beng
_erda
_cOCoLC-P
020 _a9780429505461
_qelectronic book
020 _a0429505469
_qelectronic book
020 _a9780429999970
_qelectronic book
020 _a0429999976
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020 _a9780429999987
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020 _a0429999968
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020 _z9781138585225
_qhardcover
020 _z9781138585232
_qpaperback
024 7 _a10.4324/9780429505461
_2doi
035 _a(OCoLC)1127073029
035 _a(OCoLC-P)1127073029
050 0 4 _aHF5415.13
_b.E58 2020eb
072 7 _aBUS
_x000000
_2bisacsh
072 7 _aBUS
_x025000
_2bisacsh
072 7 _aBUS
_x043000
_2bisacsh
072 7 _aKJMV7
_2bicssc
082 0 0 _a658.8
_223
245 0 0 _aEntrepreneurship marketing :
_bprinciples and practice of SME marketing /
_cedited by Sonny Nwankwo and Ayantunji Gbadamosi.
250 _aSecond edition.
264 1 _aAbingdon, Oxon ;
_aNew York, NY :
_bRoutledge,
_c2020.
264 4 _c©2020
300 _a1 online resource
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
505 0 _aCover -- Half Title -- Title -- Copyright -- Contents -- Preface -- 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
505 8 _a7 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
505 8 _a18 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
505 8 _aList of contributors -- Index
520 _aSmall and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. 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. SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include: A consideration of social media imperatives on SME marketing; Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding; Updated international case studies drawn from diverse backgrounds; Hands-on practical explorations based on real-life tasks to encourage deeper understanding. This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate levels, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.
588 _aOCLC-licensed vendor bibliographic record.
650 0 _aMarketing
_xManagement.
650 0 _aEntrepreneurship.
650 0 _aSmall business
_xManagement.
650 0 _aNew business enterprises
_xManagement.
650 7 _aBUSINESS & ECONOMICS / General
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Entrepreneurship
_2bisacsh
650 7 _aBUSINESS & ECONOMICS / Marketing / General
_2bisacsh
700 1 _aNwankwo, Sonny,
_eeditor.
700 1 _aGbadamosi, Ayantunji,
_eeditor.
856 4 0 _3Taylor & Francis
_uhttps://www.taylorfrancis.com/books/9780429505461
856 4 2 _3OCLC metadata license agreement
_uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999 _c126540
_d126540