Entrepreneurial marketing for SMEs:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Houndmills, Basingstoke, Hampshire
Palgrave Macmillan
2016
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (pages 187-211) and index |
| Beschreibung: | x, 215 Seiten 23 cm |
| ISBN: | 9781137532565 |
Internformat
MARC
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| 264 | 1 | |a Houndmills, Basingstoke, Hampshire |b Palgrave Macmillan |c 2016 | |
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| 650 | 4 | |a Marketing |x Management | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of Figures viii
List of Tables ix
Preface X
1 Introduction 1
1.1 What is entrepreneurial marketing? 2
1.2 Reading guidelines 4
2 The Nature of the Small and Medium-Sized Enterprise 6
2.1 What is a SME? A taxonomy of small businesses 6
2.2 Factors affecting marketing in SMEs 11
2.2.1 The effect of size 11
2.2.2 Availability of resources 14
2.2.3 Market orientation and marketing intelligence 17
2.2.4 Marketing orientation and business life cycles 20
3 Small Business Owners and Their Environment 28
3.1 Two typologies of small business owners 29
3.1.1 Entrepreneurs and owner-managers 29
3.1.2 Entrepreneurial culture and personal
characteristics 3 2
3.2 Entrepreneurial orientation 35
3.3 Environment and opportunities 37
3.3.1 The external environment: institutional factors
affecting SMEs 38
3.3.2 Competitors, suppliers, intermediaries and
consumers 40
4 Entrepreneurial Cognition and Learning 46
4.1 Entrepreneurial cognition and Kolb s
experiential learning 46
4.2 Institutions and entrepreneurial behaviour 47
4.3 Entrepreneurs adaptation to the environment 49
5 Growth Strategies within an SME Context 57
5.1 Factors affecting SMEs business growth 58
5.1.1 Owner-manager s culture 5 8
V
vi Contents
5.1.2 Available resources 60
5.1.3 Business-owner personal characteristics 61
5.1.4 Company size and life stage 62
5.1.5 Competition and other marketing constraints 63
5.2 The diversity of the drivers to growth 64
5.3 Differentiation versus me-too strategies 65
5.4 Marketing decision-making and performance; measures
available to SMEs 67
5.4.1 Marketing decision-making influencing factors 67
5.4.2 Measures to inform marketing decision-making
and to monitor performance 71
6 The Role of Structured Marketing Information in SMEs
Decision-Making 89
6.1 The relationship between business growth and
information use 91
6.2 Types, source and frequency of information use 92
6.3 Marketing intelligence: SMEs and owner-managers
characteristics 94
7 Internationalisation Strategies 104
7.1 Internationalisation: enablers, motives and models 104
7.1.1 Enablers of internationalisation 104
7.1.2 Motives of internationalisation 105
7.1.3 Models of internationalisation 107
7.2 Internationalisation strategies 110
8 Value Propositions: How to Build SMEs Offering 116
8.1 Understanding the concept of value 118
8.2 Segmenting the market 120
8.3 Socio-geo-demographic segmentation 122
8.4 Demographic and geo-demographic segmentation
methodology 123
8.4.1 Classification features 125
8.4.2 Socio-geo-demographic segmentation
strengths and weaknesses 129
8.5 Psychographic segmentation 131
8.5.1 Psychographic segmentation strengths and
weaknesses 132
8.5.2 Behavioural segmentation 133
8.5.3 Considerations on variables selection and
on segmentation use 134
Contents vii
8.6 Targeting and positioning 138
8.6.1 Targeting 138
8.7 Product concept design 142
8.7.1 Levels of product manipulation 143
8.7.2 Types of products 144
9 Pricing and Distribution Decisions in a Context of Low
Distribution Capacity 150
9.1 Pricing strategies 151
9.2 Distribution strategies 154
10 Building Brands in SMEs 157
10.1 Brands functionality and the branding activity 157
10.1.1 Differentiating function 158
10.1.2 Communication function 158
10.1.3 Relational function 159
10.1.4 The value element of branding 161
10.2 Mission statements and consumers experience 162
10.3 The importance of branding and branding
success factors 162
10.3.1 Why branding is important 162
10.3.2 Success factors in branding 164
11 Supply Chain Relationships Management:
SMEs Partners 173
11.1 Different partners... different audiences 174
11.2 Supply chain flows 176
11.3 Creating value through relationships 178
Notes 185
Bibliography 187
Index 213
|
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| spelling | Cacciolatti, Luca aut Entrepreneurial marketing for SMEs Luca Cacciolatti (University of Westminster, UK) and Soo Hee Lee (University of Kent, UK) Houndmills, Basingstoke, Hampshire Palgrave Macmillan 2016 x, 215 Seiten 23 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (pages 187-211) and index Small business marketing Small business Management Marketing Management Management (DE-588)4037278-9 gnd rswk-swf Klein- und Mittelbetrieb (DE-588)4031031-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Klein- und Mittelbetrieb (DE-588)4031031-0 s Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s DE-604 Lee, Soo-hee Verfasser (DE-588)171461894 aut Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029818145&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cacciolatti, Luca Lee, Soo-hee Entrepreneurial marketing for SMEs Small business marketing Small business Management Marketing Management Management (DE-588)4037278-9 gnd Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4031031-0 (DE-588)4037589-4 |
| title | Entrepreneurial marketing for SMEs |
| title_auth | Entrepreneurial marketing for SMEs |
| title_exact_search | Entrepreneurial marketing for SMEs |
| title_full | Entrepreneurial marketing for SMEs Luca Cacciolatti (University of Westminster, UK) and Soo Hee Lee (University of Kent, UK) |
| title_fullStr | Entrepreneurial marketing for SMEs Luca Cacciolatti (University of Westminster, UK) and Soo Hee Lee (University of Kent, UK) |
| title_full_unstemmed | Entrepreneurial marketing for SMEs Luca Cacciolatti (University of Westminster, UK) and Soo Hee Lee (University of Kent, UK) |
| title_short | Entrepreneurial marketing for SMEs |
| title_sort | entrepreneurial marketing for smes |
| topic | Small business marketing Small business Management Marketing Management Management (DE-588)4037278-9 gnd Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Small business marketing Small business Management Marketing Management Management Klein- und Mittelbetrieb Marketing |
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