TUM Library

Cover -- 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

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 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

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

List of contributors -- Index

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.

OCLC-licensed vendor bibliographic record.