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Entrepreneurial marketing for SMEs / Luca Cacciolatti
Mitwirkende(r): Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Verlag: Houndmills, Basingstoke, Hampshire ; New York, NY : Palgrave Macmillan, 2016Copyright-Datum: ©2016Beschreibung: 1 online resource (x, 215 pages)ISBN:- 9781137532589
- 658.8
- HF5415.13
Inhalte:
Zusammenfassung: 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.Zusammenfassung: "Half-Title " -- "Title" -- "Copyrights" -- "Contents" -- "List of Figures" -- "List of Tables" -- "Preface" -- "1 Introduction" -- "1.1 What is entrepreneurial marketing?" -- "1.2 Reading guidelines" -- "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" -- "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 affecting SMEs" -- "3.3.2 Competitors, suppliers, intermediaries and consumers" -- "4 Entrepreneurial Cognition and Learning" -- "4.1 Entrepreneurial cognition and Kolbâs experiential learning" -- "4.2 Institutions and entrepreneurial behaviour" -- "4.3 Entrepreneursâ adaptation to the environment" -- "5 Growth Strategies within an SME Context" -- "5.1 Factors affecting SMEsâ business growth" -- "5.1.1 Owner-managerâs culture" -- "5.1.2 Available resources" -- "5.1.3 Business-owner personal characteristics" -- "5.1.4 Company size and life stage" -- "5.1.5 Competition and other marketing constraints" -- "5.2 The diversity of the drivers to growth" -- "5.3 Differentiation versus âme-tooâ strategies" -- "5.4 Marketing decision-making and performance: measuresavailable to SMEs" -- "5.4.1 Marketing decision-making influencing factors" -- "5.4.2 Measures to inform marketing decision-making and monitor performance".PPN: PPN: 860313468Package identifier: Produktsigel: ZDB-26-MYL | ZDB-30-PQE
Cover ; Half-Title ; Title; Copyrights; Contents; List of Figures; List of Tables; Preface; 1 Introduction; 1.1 What is entrepreneurial marketing?; 1.2 Reading guidelines; 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; 3 Small Business Owners and Their Environment; 3.1 Two typologies of small business owners
3.1.1 Entrepreneurs and owner-managers3.1.2 Entrepreneurial culture and personal characteristics; 3.2 Entrepreneurial orientation; 3.3 Environment and opportunities; 3.3.1 The external environment: institutional factors affecting SMEs; 3.3.2 Competitors, suppliers, intermediaries and consumers; 4 Entrepreneurial Cognition and Learning; 4.1 Entrepreneurial cognition and Kolb's experiential learning; 4.2 Institutions and entrepreneurial behaviour; 4.3 Entrepreneurs' adaptation to the environment; 5 Growth Strategies within an SME Context; 5.1 Factors affecting SMEs' business growth
5.1.1 Owner-manager's culture5.1.2 Available resources; 5.1.3 Business-owner personal characteristics; 5.1.4 Company size and life stage; 5.1.5 Competition and other marketing constraints; 5.2 The diversity of the drivers to growth; 5.3 Differentiation versus 'me-too' strategies; 5.4 Marketing decision-making and performance: measuresavailable to SMEs; 5.4.1 Marketing decision-making influencing factors; 5.4.2 Measures to inform marketing decision-making and monitor performance; 6 The Role of Structured Marketing Information in SMEs' Decision-Making
6.1 The relationship between business growth and information use6.2 Types, source and frequency of information use; 6.3 Marketing intelligence: SMEs' and owner-managers' characteristics; 7 Internationalisation Strategies ; 7.1 Internationalisation: enablers, motives and models; 7.1.1 Enablers of internationalisation; 7.1.2 Motives of internationalisation; 7.1.3 Models of internationalisation; 7.2 Internationalisation strategies; 8 Value Propositions: How to Build SMEs' Offering; 8.1 Understanding the concept of 'value'; 8.2 Segmenting the market; 8.3 Socio-geo-demographic segmentation
8.4 Demographic and geo-demographic segmentation methodology8.4.1 Classification features; 8.4.2 Socio-geo-demographic segmentation strengths and weaknesses; 8.5 Psychographic segmentation; 8.5.1 Psychographic segmentation strengths and weaknesses; 8.5.2 Behavioural segmentation; 8.5.3 Considerations on variables selection and on segmentation use; 8.6 Targeting and positioning; 8.6.1 Targeting; 8.7 Product concept design; 8.7.1 Levels of product manipulation; 8.7.2 Types of products; 9 Pricing and Distribution Decisionsin a Context of Low Distribution Capacity; 9.1 Pricing strategies
9.2 Distribution strategies
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