Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A multidimensional study of the key determinants of effective SME marketing activity: Part 2

A multidimensional study of the key determinants of effective SME marketing activity: Part 2 This paper forms Part 2 of a monograph detailing a study that sought to examine the key determinants of SME marketing. It reports the key findings with respect to marketing competency in SMEs, explores the strong sales orientation of such firms, examines the nature and use of SME personal contact networks and considers to what extent formal marketing planning is practiced in such enterprises. New insights to these important areas of small firm research are presented. A new model of SME marketing competency is developed, depicting competencies at three levels, foundation, transitional and marketing in practice. The monograph concludes with a holistic interpretation of the data that enables the development of a new model of SME marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Entrepreneurial Behavior and Research Emerald Publishing

A multidimensional study of the key determinants of effective SME marketing activity: Part 2

Loading next page...
 
/lp/emerald-publishing/a-multidimensional-study-of-the-key-determinants-of-effective-sme-sCMCdrQTMK

References (79)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
1355-2554
DOI
10.1108/EUM0000000006538
Publisher site
See Article on Publisher Site

Abstract

This paper forms Part 2 of a monograph detailing a study that sought to examine the key determinants of SME marketing. It reports the key findings with respect to marketing competency in SMEs, explores the strong sales orientation of such firms, examines the nature and use of SME personal contact networks and considers to what extent formal marketing planning is practiced in such enterprises. New insights to these important areas of small firm research are presented. A new model of SME marketing competency is developed, depicting competencies at three levels, foundation, transitional and marketing in practice. The monograph concludes with a holistic interpretation of the data that enables the development of a new model of SME marketing.

Journal

International Journal of Entrepreneurial Behavior and ResearchEmerald Publishing

Published: Dec 1, 2001

Keywords: Small‐ to medium‐sized enterprises; Marketing; Personal selling; Entrepreneurialism; Competences

There are no references for this article.