Principles and Practice of SME Marketing
Edited by Sonny Nwankwo, Tunji Gbadamosi
Routledge – 2011 – 458 pages
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector.
Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism.
This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
'This book on Entrepreneurship Marketing is a timely addition to the growing literature on Entrepreneurship. The depth and breadth of coverage of marketing in the book by eminent authors is excellent. The layout and succinctness of the chapters allows the reader to quickly absorb new materials and ideas. This book will offer valuable insights to budding entrepreneurs in developing their ideas to successful fruition within a global context. The editors, Sonny Nwankwo and Ayantunji Gbadamosi have done an excellent job in producing such a useful and exciting book.'
Ashok Ranchhod, Southampton Business School, UK
'This book is an essential guide to marketing for small and medium sized enterprises (SMEs) with lessons about what works and what doesn't. Its particular value rests in the insights that it offers into the importance of social networks, socio-cultural values and the marketing challenges of multi-culturalism.'
Jan Druker, Canterbury Christ Church University, UK
1. Marketing in Small and Medium-Sized Enterprises: An Introduction (Mike Simpson, Nick Taylor and Jo Padmore) 2. Entrepreneurship Marketing (Robert Hinson) 3. The Role and Relevance Model of Marketing in Small and Medium-Sized Enterprises (Mike Simpson, Nick Taylor and Jo Padmore) 4. The Marketing Concept and Market Orientation: Evolving Definitions of Marketing (Felix Mavondo) 5. The Entrepreneurship Marketing Environment (Ayantunji Gbadamosi) 6. Understanding Consumers in Entrepreneurship Marketing (Nnamdi O. Madichie) 7. Entrepreneurship Marketing Research and SMMEs (Robert Rugimbana, Richard Shambare and Maria Shambare) 8. Managing Products in Small and Medium-Sized Enterprises: A Customer-oriented Perspective (Ayantunji Gbadamosi) 9. Pricing and Pricing-Related Issues in SMEs (Paul Sergius Koku) 10. The Reality of Distribution Faced by SMEs: A Perspective from the UK (David Bamber) 11. Marketing Communications for the SME (Teck-Yong Eng and Graham Spickett-Jones) 12. Internet Marketing (Jaya Akunuri) 13. Growing Market Strengths: Management of Innovation in High Growth SMEs (Michael Lewrick, Maktoba Omar and Robert Williams) 14. Small and Medium-Sized Enterprise Retailing in the UK (Ogenyi Omar) 15. Relationship Marketing and Networks in Entrepreneurship (Sue Halliday) 16. Internal Marketing and Service Excellence in SMEs (Hina Khan) 17. International Entrepreneurship and Small and Medium-Sized Enterprises (Kevin Ibeh and Mathew Analogbei) 18. Cross-Cultural Marketing Strategies for Small and Medium-Sized Firms (Robin Lowe, Isobel Doole and Felicity Mendoza) 19. Franchising in Entrepreneurship Marketing (Kaushik V. Pandya) 20. Competition and Competitive Advantage in SMEs (Maktoba Omar) 21. Entrepreneurship Growth at Risk (Hosein Piranfar) 22. Marketing Planning in Small Businesses (Frances Ekwulugo) 23. Contemporary Issues in Entrepreneurship Marketing: Sustainability, Ethics and Social Responsibility (Sonny Nwankwo and Darlington Richards) 24. Religion and the SME (Andrew Linbridge) 25. Managing Marketing Resources: The Consultant and the SME (Ian K. Bathgate) 26. Entrepreneurial Marketing in Informal Economies (Anayo D. Nkamnebe and Nnamdi O. Madichie) 27. Organizational Environment and SME Contemporary Marketing Practices in an Emerging Economy (Robert Hinson and Kofi Dadzie)
Sonny Nwankwo is Professor of Marketing and Director of Research and Enterprise at the University of East London, UK. He is Editor of the International Journal of Applied Management and has authored numerous books including Cross-Cultural Marketing for Cengage Learning.
Ayantunji Gbadamosi is a Senior Lecturer of Marketing at the Royal Docks Business School of the University of East London, UK. His research interests are: SME marketing, marketing communications, consumer involvement, and children and marketing activities.