Entrepreneurial Marketing for SMEs

by Cacciolatti, Luca; Lee, Soo Hee

• ISBN13: 9781137532565
• ISBN10: 1137532564
• Format: Hardcover
• Copyright: 2015-10-28
• Publisher: Palgrave Macmillan

Summary

Entrepreneurial Marketing for SMEs explains key topics and challenges of entrepreneurial marketing in a coherent and logically presented sequence. The book contextualizes the practice of marketing amongst SMEs, and critically evaluates major issues of entrepreneurial marketing with a relevant and up-to-date academic body of knowledge. Entrepreneurial Marketing for SMEs truly integrates both entrepreneurial and marketing perspectives of the subject, keeping in consideration the unique organizational nature of SMEs and the significant effects of the institutional environment in which SMEs operates.

Author Biography

Luca Cacciolatti is Senior Lecturer in Marketing at Coventry University, UK. His research interests include SME marketing and marketing decision making, marketing intelligence and market orientation.
 
Soo Hee Lee is Professor in Organization Studies at Kent Business School, University of Kent, UK. He has published articles in various journals including Journal of Management Studies and Journal of World Business.

Table of Contents

1. INTRODUCTION
2. THE NATURE OF THE SMALL AND MEDIUM SIZED ENTERPRISE
3. SMALL BUSINESS OWNERS AND THEIR ENVIRONMENT
4. ENTREPRENEURIAL COGNITION AND LEARNING
5. GROWTH STRATEGIES WITHIN AN SME CONTEXT
6. THE ROLE OF STRUCTURED MARKETING INFORMATION IN SMES' DECISION MAKING
7. INTERNATIONALISATION STRATEGIES
8. VALUE PROPOSITIONS: HOW TO BUILD SMES' OFFERING
9. PRICING AND DISTRIBUTION DECISIONS IN A CONTEXT OF LOW DISTRIBUTION CAPACITY
10. BUILDING BRANDS IN SMES
11. SUPPLY CHAIN RELATIONSHIPS MANAGEMENT: SMES' PARTNERS