Description
Taylor & Francis Entrepreneurship Marketing Principles And Practice Of Sme Marketing 2Nd Edition by Sonny Nwankwo
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. 1. Marketing in Small and Medium Sized Enterprises: An IntroductionMike Simpson, Nick Taylor and Jo Padmore2. Small and Medium Enterprises Marketing: Innovation and Sustainable Economic Growth PerspectiveAbdullah Promise Opute3. The Role and Relevance Model of Marketing in Small and Medium Sized EnterprisesMike Simpson, Nick Taylor and Jo Padmore4. The Entrepreneurship Marketing EnvironmentAyantunji Gbadamosi5. Buyer Behaviour in the 21st Century: Implications for SME MarketingAyantunji Gbadamosi6. Revisiting Entrepreneurship Marketing Research: Towards A Framework For SMEs In Developing CountriesRichard Shambare, Jane Shambare and Wellington Chakuzira 7. Managing Products and Customer Value: Implications for SME Marketing Ayantunji Gbadamosi8. Choosing the right pricing strategyPaul Sergius Koku9. The reality of distribution faced by SMEs: A perspective from the UKDavid Bamber10. Marketing Communications for the SMETeck-Yong Eng and Graham Spickettt-Jones11. Internet Marketing Paul Dobson and Vish Maheshwari12. Retailing and SME MarketingSophie Yang and Mee Leing13. Small and Medium-sized Enterprise Retailing in the UK Ogenyi Omar and Peter Frazer14. Relationship Marketing and Networks in EntrepreneurshipSue Halliday15. Internal Marketing and Service Excellence in SMEsHina Khan16. Crowdfunding of SMEsSanya Ojo and Entissar Elgadi17. International Entrepreneurship and Small and Medium-sized Enterprises Kevin Ibeh and Matthew Analogbei18. Born global SME in contemporary marketsOfer Dekel and Amon Simba19. Cross-cultural Marketing Strategies for Small and Medium-sized FirmsRobin Lowe, Isobel Doole and Felicity Mendoza20. Marketing planning in Small BusinessesFrances Ekwulugo21. Contemporary issues in Entrepreneurship marketing, Sustainability, Ethics and Social ResponsibilitySonny Nwankwo22. The Future of SME Marketing & Operations: Critical Change DriversEmmanuel Adugu23. Religion and the SMEAndrew Lindridge24. SMEs and Market Growth: Contemporary Reflections on Why and How they GrowRula M. Al Abdulrazak and Shadi A. Razak25. Developing Entrepreneurial Marketing CompetenciesBarry Ardley, Nick Taylor and Jialin (Penny) Hardwick26. Marketing in the Informal Economy: An Entrepreneurial Perspective and Research AgendaNnamdi O. Madichie, Anayo D. Nkamnebe and Ignatius U. Ekanem