Entrepreneurship Marketing: Principles and Practice of SME Marketing

2nd Edition

Sonny Nwankwo, Ayantunji Gbadamosi

Routledge
March 18, 2020 Forthcoming
Textbook - 440 Pages - 60 B/W Illustrations
ISBN 9781138585232 - CAT# K377070

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USD$47.95

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Summary

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges and opportunities faced by businesses today.

SMEs now need to step up to the terrain of mobile marketing, consumer-generated marketing, and utilize social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. The second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include:

  • A consideration of social media imperatives on SME marketing;
  • Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding;
  • Updated international case studies drawn from diverse backgrounds;
  • Hands-on practical explorations based on real-life tasks, to encourage deeper understanding.

This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate level, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

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