Entrepreneurial Marketing for SMEs
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.
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Entrepreneurial Marketing for SMEs Luca Cacciolatti University of Westminster, UK
and
Soo Hee Lee University of Kent, UK
© Luca Cacciolatti and Soo Hee Lee 2015 Softcover reprint of the hardcover 1st edition 2015 978-1-137-53258-9 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2015 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-55975-6 ISBN 978-1-137-53258-9 (eBook) DOI 10.1007/978-1-137-53258-9 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Cacciolatti, Luca, author. Entrepreneurial marketing for SMEs / Luca Cacciolatti, Soo Hee Lee. pages cm 1. Small business marketing. 2. Small business – Management. 3. Marketing – Management. I. Title. HF5415.13.C23 2015 658.8—dc23 2015023258
Contents List of Figures
viii
List of Tables
ix
Preface
x
1 Introduction 1.1 What is entrepreneurial marketing? 1.2 Reading guidelines
1 2 4
2 The Nature of the Small and Medium-Sized Enterprise 2.1 What is a SME? A taxonomy of small businesses 2.2 Factors affecting marketing in SMEs 2.2.1 The effect of size 2.2.2 Availability of resources 2.2.3 Market orientation and marketing intelligence 2.2.4 Marketing orientation and business life cycles
6 6 11 11 14 17 20
3 Small Business Owners and Their Environment 3.1 Two typologies of small business owners 3.1.1 Entrepreneurs and owner-managers 3.1.2 Entrepreneurial culture and personal characteristics 3.2 Entrepreneurial orientation 3.3 Environment and opportunities 3.3.1 The external environment: institutional factors
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