Marketing Effectiveness and Accountability in SMEs is popular PDF and ePub book, written by Trevor A. Smith in 2022-09-27, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Marketing Effectiveness and Accountability in SMEs can be Read Online from any device for your convenience.
Marketing Effectiveness and Accountability in SMEs Book PDF Summary
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
Detail Book of Marketing Effectiveness and Accountability in SMEs PDF
- Author : Trevor A. Smith
- Release : 27 September 2022
- Publisher : Springer Nature
- ISBN : 9783031098611
- Genre : Business & Economics
- Total Page : 218 pages
- Language : English
- PDF File Size : 18,9 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Marketing Effectiveness and Accountability in SMEs by Trevor A. Smith, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.