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Full Product Details

Author:   Sonny Nwankwo (University of East London, UK) ,  Ayantunji Gbadamosi (University of East London, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   1.010kg
ISBN:  

9781138585225

ISBN 10:   113858522
Pages:   448
Publication Date:   17 March 2020
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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

Reviews

'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)

'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)

Author Information

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.

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