Entrepreneurship marketing: principles and practice of SME marketing
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...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2020
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | Description based on online resource; title from digital title page (viewed on March 19, 2020) |
| Beschreibung: | 1 online resource |
| ISBN: | 9780429505461 0429505469 9780429999970 0429999976 9780429999987 0429999984 9780429999963 0429999968 |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
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| id | DE-604.BV047009797 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:08Z |
| indexdate | 2024-07-10T09:00:01Z |
| institution | BVB |
| isbn | 9780429505461 0429505469 9780429999970 0429999976 9780429999987 0429999984 9780429999963 0429999968 |
| language | English |
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| spelling | Entrepreneurship marketing principles and practice of SME marketing edited by Sonny Nwankwo and Ayantunji Gbadamosi Second edition Abingdon, Oxon Routledge 2020 © 2020 1 online resource txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from digital title page (viewed on March 19, 2020) 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 Marketing / Management Entrepreneurship Small business / Management New business enterprises / Management Nwankwo, Sonny edt Gbadamosi, Ayantunji edt https://www.taylorfrancis.com/books/9780429505461 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Entrepreneurship marketing principles and practice of SME marketing Marketing / Management Entrepreneurship Small business / Management New business enterprises / Management |
| title | Entrepreneurship marketing principles and practice of SME marketing |
| title_auth | Entrepreneurship marketing principles and practice of SME marketing |
| title_exact_search | Entrepreneurship marketing principles and practice of SME marketing |
| title_exact_search_txtP | Entrepreneurship marketing principles and practice of SME marketing |
| title_full | Entrepreneurship marketing principles and practice of SME marketing edited by Sonny Nwankwo and Ayantunji Gbadamosi |
| title_fullStr | Entrepreneurship marketing principles and practice of SME marketing edited by Sonny Nwankwo and Ayantunji Gbadamosi |
| title_full_unstemmed | Entrepreneurship marketing principles and practice of SME marketing edited by Sonny Nwankwo and Ayantunji Gbadamosi |
| title_short | Entrepreneurship marketing |
| title_sort | entrepreneurship marketing principles and practice of sme marketing |
| title_sub | principles and practice of SME marketing |
| topic | Marketing / Management Entrepreneurship Small business / Management New business enterprises / Management |
| topic_facet | Marketing / Management Entrepreneurship Small business / Management New business enterprises / Management |
| url | https://www.taylorfrancis.com/books/9780429505461 |
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