(EBOOK PDF) Marketing Effectiveness and Accountability in SMEs 1st Edition by Trevor A. Smith 3031098609 9783031098604 full chapters

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Product details:

ISBN-10 :  3031098609 

ISBN-13 : ‎ 9783031098604

Author: Trevor A. Smith

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 theirmarketing 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.

 Marketing Effectiveness and Accountability in SMEs 1st Table of content:

1. Introduction

2. Marketing Accountability with Applications and Implications for SMEs

3. Knowledge in Marketing Effectiveness with Applications and Implications for SMEs

4. A Qualitative Inquiry into Marketing Effectiveness of SMEs

5. Marketing Capabilities, Efficiency and the Digital Link to SME Performance

6. Marketing Effectiveness in a Successful SME: The Case of Point Global Marketing Limited

7. Synthesis, Lessons Learnt, and Practice on Marketing Effectiveness and Accountability in SMEs

8. Conclusion and Way Forward

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