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001449962 001__ 1449962
001449962 003__ OCoLC
001449962 005__ 20230310004500.0
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001449962 019__ $$a1347029519
001449962 020__ $$a9783031098611$$q(electronic bk.)
001449962 020__ $$a3031098617$$q(electronic bk.)
001449962 020__ $$z3031098609
001449962 020__ $$z9783031098604
001449962 0247_ $$a10.1007/978-3-031-09861-1$$2doi
001449962 035__ $$aSP(OCoLC)1346529765
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001449962 049__ $$aISEA
001449962 050_4 $$aHF5415.13
001449962 08204 $$a658.8$$223/eng/20221014
001449962 1001_ $$aSmith, Trevor A.,$$d1958-$$eauthor.
001449962 24510 $$aMarketing effectiveness and accountability in SMEs :$$ba multimethological approach /$$cTrevor A. Smith.
001449962 264_1 $$aCham :$$bPalgrave Macmillan :$$bSpringer,$$c2022.
001449962 300__ $$a1 online resource.
001449962 336__ $$atext$$btxt$$2rdacontent
001449962 337__ $$acomputer$$bc$$2rdamedia
001449962 338__ $$aonline resource$$bcr$$2rdacarrier
001449962 4901_ $$aPalgrave studies in marketing, organizations and society
001449962 5050_ $$a1. Introduction to Marketing Effectiveness and the SMEs -- 2. Marketing Effectiveness and Accountability with Implications and Applications for SMEs -- 3. Knowledge and Marketing Effectiveness with Implications and Applications for SMEs -- 4. A Qualitative Inquiry into Marketing Effectiveness of the SMEs -- 5. The Key Drivers of Marketing Efficiency of the SME and the Digital Link to SME Performance -- 6. The Case of Marketing Effectiveness in a Successful SME: Point Global Marketing Limited -- 7. Synopsis and lessons learnt on marketing effectiveness and accountability of the SMEs -- 8. Conclusion.
001449962 506__ $$aAccess limited to authorized users.
001449962 520__ $$aThis 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 their marketing 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. Trevor A. Smith is Senior Lecturer in Marketing and Methodology at Mona School of Business and Management in the University of the West Indies, Jamaica. His research focuses on marketing and consumer psychology.
001449962 650_0 $$aSmall business marketing.
001449962 655_0 $$aElectronic books.
001449962 77608 $$iPrint version:$$z3031098609$$z9783031098604$$w(OCoLC)1322811150
001449962 830_0 $$aPalgrave studies in marketing, organizations and society.
001449962 852__ $$bebk
001449962 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-09861-1$$zOnline Access$$91397441.1
001449962 909CO $$ooai:library.usi.edu:1449962$$pGLOBAL_SET
001449962 980__ $$aBIB
001449962 980__ $$aEBOOK
001449962 982__ $$aEbook
001449962 983__ $$aOnline
001449962 994__ $$a92$$bISE