Small 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.
A virtual marketplace has international and global reach, and companies are able to promote their products to international prospects and clients through a variety of digital communication channels (e.g. Website, Web analytics, ...
He walks students through teach phase of the marketing process. Packed with help tips and profiles of successful entrepreneurs, this practical text includes the tools readers need to launch and sustain successful ventures.
Entrepreneurial Marketing, focuses on all the essential elements to successfully achieve these needed sales and revenues: identifying and selecting the market, determining the consumer needs cost effectively, executing the basic elements of ...
Entrepreneurs are often unfamiliar with concepts of target market, price/ quality relationships, price thresholds, distributor margins and sales ... as well as Entrepreneurial Marketing, at the Eindhoven University of Technology.
This is the first book to combine sophisticated marketing approaches-such as Web-based segmentation and positioning-with practical guidance on how to apply them in entrepreneurial situations.
This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century.
This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases, and new ...
2–3. Roberts, K. (2003) 'What Strategic Investments should You Make during a Recession to Gain Competitive Advantage in the ... Firm Attributes and Environmental Dynamism as Determinants', Academy of Business Research Journal, vol.
This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.
This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.