Entrepreneurial Marketing for SMEs. (2015)

• Record Type: Book
• Further Information: Note: Luca Cacciolatti, Soo Hee Lee.
• Authors: Cacciolatti, Luca; Lee, Soo Hee
• Contents: Half-Title ; Title; Copyrights; Contents; List of Figures; List of Tables; Preface; 1 Introduction; 1.1 What is entrepreneurial marketing?; 1.2 Reading guidelines; 2 The Nature of the Small and Medium-Sized Enterprise; 2.1 What is a SME? A taxonomy of small businesses; 2.2 Factors affecting marketing in SMEs; 2.2.1 The effect of size; 2.2.2 Availability of resources; 2.2.3 Market orientation and marketing intelligence; 2.2.4 Marketing orientation and business life cycles; 3 Small Business Owners and Their Environment; 3.1 Two typologies of small business owners 3.1.1 Entrepreneurs and owner-managers3.1.2 Entrepreneurial culture and personal characteristics; 3.2 Entrepreneurial orientation; 3.3 Environment and opportunities; 3.3.1 The external environment: institutional factors affecting SMEs; 3.3.2 Competitors, suppliers, intermediaries and consumers; 4 Entrepreneurial Cognition and Learning; 4.1 Entrepreneurial cognition and Kolb's experiential learning; 4.2 Institutions and entrepreneurial behaviour; 4.3 Entrepreneurs' adaptation to the environment; 5 Growth Strategies within an SME Context; 5.1 Factors affecting SMEs' business growth 5.1.1 Owner-manager's culture5.1.2 Available resources; 5.1.3 Business-owner personal characteristics; 5.1.4 Company size and life stage; 5.1.5 Competition and other marketing constraints; 5.2 The diversity of the drivers to growth; 5.3 Differentiation versus 'me-too' strategies; 5.4 Marketing decision-making and performance: measuresavailable to SMEs; 5.4.1 Marketing decision-making influencing factors; 5.4.2 Measures to inform marketing decision-making and monitor performance; 6 The Role of Structured Marketing Information in SMEs' Decision-Making 6.1 The relationship between business growth and information use6.2 Types, source and frequency of information use; 6.3 Marketing intelligence: SMEs' and owner-managers' characteristics; 7 Internationalisation Strategies ; 7.1 Internationalisation: enablers, motives and models; 7.1.1 Enablers of internationalisation; 7.1.2 Motives of internationalisation; 7.1.3 Models of internationalisation; 7.2 Internationalisation strategies; 8 Value Propositions: How to Build SMEs' Offering; 8.1 Understanding the concept of 'value'; 8.2 Segmenting the market; 8.3 Socio-geo-demographic segmentation 8.4 Demographic and geo-demographic segmentation methodology8.4.1 Classification features; 8.4.2 Socio-geo-demographic segmentation strengths and weaknesses; 8.5 Psychographic segmentation; 8.5.1 Psychographic segmentation strengths and weaknesses; 8.5.2 Behavioural segmentation; 8.5.3 Considerations on variables selection and on segmentation use; 8.6 Targeting and positioning; 8.6.1 Targeting; 8.7 Product concept design; 8.7.1 Levels of product manipulation; 8.7.2 Types of products; 9 Pricing and Distribution Decisionsin a Context of Low Distribution Capacity; 9.1 Pricing strategies
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2015
• Extent: 1 online resource (232 pages), (7 illustrations)
• Subjects: 658.8; Marketing/General; Marketing/General; Decision-Making & Problem Solving; Development/Business Development; Strategic Planning; Management: leadership & motivation; Small businesses & self-employed; Ownership & organization of enterprises; Sales & marketing; Small business marketing; Small business -- Management; Marketing -- Management; Marketing -- Management; Small business -- Management; Small business marketing; Decision-Making & Problem Solving; Development/Business Development; Strategic Planning; Management: leadership & motivation; Small businesses & self-employed; Ownership & organization of enterprises; Sales & marketing; Electronic books
• Languages: English
• ISBNs: 9781137532572; 1137532572; 9781137532589; 1137532580
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.