Entrepreneurship Marketing

Book Description 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.

Content

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 and 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