Entrepreneurship Marketing

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.

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.

  'This book on Entrepreneurship Marketing is a timely addition to the growing literature on Entrepreneurship. The depth and breadth of coverage of marketing in the book by eminent authors is excellent. The layout and succinctness of the chapters allows the reader to quickly absorb new materials and ideas. This book will offer valuable insights to budding entrepreneurs in developing their ideas to successful fruition within a global context. The editors, Sonny Nwankwo and Ayantunji Gbadamosi have done an excellent job in producing such a useful and exciting book.' Ashok Ranchhod, Southampton Business School, UK (for the 1st edition) 'This book is an essential guide to marketing for small and medium sized enterprises (SMEs) with lessons about what works and what doesn't. Its particular value rests in the insights that it offers into the importance of social networks, socio-cultural values and the marketing challenges of multi-culturalism.' Jan Druker, Canterbury Christ Church University, UK (for the 1st edition)

  Autorentext

  Sonny Nwankwo is Emeritus Professor at the University of East London, UK, and the Provost of the Nigerian Defence Academy (NDA), Nigeria. He is Visiting Professor at universities across Africa, Australia, Europe, and North America. Prior to joining academia, he was a customer services manager in the telecommunications industry.

Ayantunji Gbadamosi is Research Coordinator and Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. His research interests are in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications.

Klappentext

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.

Inhalt

1. Marketing in Small and Medium Sized Enterprises: An Introduction

2. Small and Medium Enterprises Marketing: Innovation and Sustainable Economic Growth Perspective

3. The Role and Relevance Model of Marketing in Small and Medium Sized Enterprises

4. The Entrepreneurship Marketing Environment

5. Buyer Behaviour in the 21st Century: Implications for SME Marketing

6. Revisiting Entrepreneurship Marketing Research: Towards A Framework For SMEs In Developing Countries

7. Managing Products and Customer Value: Implications for SME Marketing

8. Choosing the right pricing strategy

9. The reality of distribution faced by SMEs: A perspective from the UK

10. Marketing Communications for the SME

11. Internet Marketing

12. Retailing and SME Marketing

13. Small and Medium-sized Enterprise Retailing in the UK

14. Relationship Marketing and Networks in Entrepreneurship

15. Internal Marketing and Service Excellence in SMEs

16. Crowdfunding of SMEs

17. International Entrepreneurship and Small and Medium-sized Enterprises

18. Born global SME in contemporary markets

19. Cross-cultural Marketing Strategies for Small and Medium-sized Firms

20. Marketing planning in Small Businesses

21. Contemporary issues in Entrepreneurship marketing, Sustainability, Ethics and Social Responsibility

22. The Future of SME Marketing & Operations: Critical Change Drivers

23. Religion and the SME

24. SMEs and Market Growth: Contemporary Reflections on Why and How they Grow

25. Developing Entrepreneurial Marketing Competencies

26. Marketing in the Informal Economy: An Entrepreneurial Perspective and Research Agenda