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9781443805759

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Dr Michele O'Dwyer is a Lecturer in Entrepreneurship at the Kemmy Business School University of Limerick. Her research and publication interests include: Innovative Marketing; SME Marketing; Innovation; New Product Development and Strategic Alliances. Audrey Gilmore is Professor of Services Marketing at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee. David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing. Audrey Gilmore is Professor of Services Marketing at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee.David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing.

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