Entrepreneurial marketing for SMEs

著者

• Cacciolatti, Luca
• Lee, Soo Hee

書誌事項

Entrepreneurial marketing for SMEs

Luca Cacciolatti and Soo Hee Lee

Palgrave Macmillan, 2016

• : hardback

注記

Includes bibliographical references (p. 187-211) and index

内容説明・目次

内容説明

Entrepreneurial Marketing for SMEs contextualizes the practice of marketing amongst SMEs, and critically discusses major issues of Entrepreneurial Marketing with a relevant and up-to-date academic body of knowledge.

目次

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

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB2028784X
• ISBN:
  • 9781137532565
• LCCN: 2015023258
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Basingstoke
• ページ数/冊数: x, 215 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HF5415.13
  • DC23 : 658.8
• 件名:
  • LCSH : Small business marketing
  • LCSH : Small business -- Management
  • LCSH : Marketing -- Management