| 书目名称 | Marketing Effectiveness and Accountability in SMEs |
| 副标题 | A Multimethodologica |
| 编辑 | Trevor A. Smith |
| 视频video | |
| 概述 | First book to address comprehensively marketing effectiveness and accountability marketing pertaining to SMEs.Builds on Kotler’s five dimensions of marketing effectiveness with focus on digital market |
| 丛书名称 | Palgrave Studies in Marketing, Organizations and Society |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2022 |
| 关键词 | marketing efficiency; marketing accountability; MASB; small and medium-sized enterprises; digital market |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-031-09861-1 |
| isbn_softcover | 978-3-031-13399-2 |
| isbn_ebook | 978-3-031-09861-1Series ISSN 2661-8613 Series E-ISSN 2661-8621 |
| issn_series | 2661-8613 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
发表于 2025-3-21 16:08:02
