Entrepreneurial marketing for SMEs. (2016)

• Record Type: Book
• Further Information: Note: Luca Cacciolatti and Soo Hee Lee.
• Authors: Cacciolatti, Luca; Lee, Soo Hee
• Contents: Machine generated contents note: 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-managers -- 3.1.2.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 Note continued: 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 culture -- 5.1.2.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: measures available to SMEs -- 5.4.1.Marketing decision-making influencing factors -- 5.4.2.Measures to inform marketing decision-making and to monitor performance -- 6.The Role of Structured Marketing Information in SMEs' Decision-Making -- 6.1.The relationship between business growth and information use -- 6.2.Types, source and frequency of information use Note continued: 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 methodology -- 8.4.1.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 Note continued: 8.7.1.Levels of product manipulation -- 8.7.2.Types of products -- 9.Pricing and Distribution Decisions in a Context of Low Distribution Capacity -- 9.1.Pricing strategies -- 9.2.Distribution strategies -- 10.Building Brands in SMEs -- 10.1.Brands functionality and the branding activity -- 10.1.1.Differentiating function -- 10.1.2.Communication function -- 10.1.3.Relational function -- 10.1.4.The ̀value' element of branding -- 10.2.Mission statements and consumers' experience -- 10.3.The importance of branding and branding success factors -- 10.3.1.Why branding is important -- 10.3.2.Success factors in branding -- 11.Supply Chain Relationships Management: SMEs' Partners -- 11.1.Different partners ... different audiences -- 11.2.Supply chain flows -- 11.3.Creating value through relationships.
• Publisher Details: Basingstoke, Hampshire : Palgrave Macmillan
• Publication Date: 2016
• Extent: 1 online resource (x, 215 pages), illustrations
• Subjects: 658.8; Business; Small business marketing; Small business -- Management; Marketing -- Management; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Marketing -- Management; Small business -- Management; Small business marketing; Business & Economics -- Management; Business & Economics -- Small Business; Business & Economics -- Development -- General; Business & Economics -- Operations Research; Business strategy; Small businesses & self-employed; Management & management techniques; Development economics & emerging economies; Operational research; Management science; Marketing; Leadership; Small business; Management; Development economics; Operations research; Business & Economics -- Marketing -- General; Sales & marketing; Electronic books
• Languages: English
• ISBNs: 1137532580; 9781137532589
• Related ISBNs: 1137532564; 9781137532565
• Notes: Note: Includes bibliographical references (pages 187-211) and index.; Note: Print version record.
• 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.