Entrepreneurship Marketing: Principles and Practice of SME Marketing, 2nd Edition (Paperback) book cover

Entrepreneurship Marketing

Principles and Practice of SME Marketing, 2nd Edition

Edited by Sonny Nwankwo, Ayantunji Gbadamosi

Routledge

440 pages | 60 B/W Illus.

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Paperback: 9781138585232
pub: 2020-03-18
Available for pre-order. Item will ship after 18th March 2020
$47.95
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Hardback: 9781138585225
pub: 2020-03-18
Available for pre-order. Item will ship after 18th March 2020
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Description

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges and opportunities faced by businesses today.

SMEs now need to step up to the terrain of mobile marketing, consumer-generated marketing, and utilize social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. The second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include:

  • A consideration of social media imperatives on SME marketing;
  • Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding;
  • Updated international case studies drawn from diverse backgrounds;
  • Hands-on practical explorations based on real-life tasks, to encourage deeper understanding.

This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate level, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

Reviews

'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 (for the 1st edition)

'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 (for the 1st edition)

Table of Contents

1. Marketing in Small and Medium Sized Enterprises: An Introduction

Mike Simpson, Nick Taylor and Jo Padmore

2. Small and Medium Enterprises Marketing: Innovation and Sustainable Economic Growth Perspective

Abdullah Promise Opute

3. The Role and Relevance Model of Marketing in Small and Medium Sized Enterprises

Mike Simpson, Nick Taylor and Jo Padmore

4. The Entrepreneurship Marketing Environment

Ayantunji Gbadamosi

5. Buyer Behaviour in the 21st Century: Implications for SME Marketing

Ayantunji Gbadamosi

6. Revisiting Entrepreneurship Marketing Research: Towards A Framework For SMEs In Developing Countries

Richard Shambare, Jane Shambare and Wellington Chakuzira

7. Managing Products and Customer Value: Implications for SME Marketing

Ayantunji Gbadamosi

8. Choosing the right pricing strategy

Paul Sergius Koku

9. The reality of distribution faced by SMEs: A perspective from the UK

David Bamber

10. Marketing Communications for the SME

Teck-Yong Eng and Graham Spickettt-Jones

11. Internet Marketing

Paul Dobson and Vish Maheshwari

12. Retailing and SME Marketing

Sophie Yang and Mee Leing

13. Small and Medium-sized Enterprise Retailing in the UK

Ogenyi Omar and Peter Frazer

14. Relationship Marketing and Networks in Entrepreneurship

Sue Halliday

15. Internal Marketing and Service Excellence in SMEs

Hina Khan

16. Crowdfunding of SMEs

Sanya Ojo and Entissar Elgadi

17. International Entrepreneurship and Small and Medium-sized Enterprises

Kevin Ibeh and Matthew Analogbei

18. Born global SME in contemporary markets

Ofer Dekel and Amon Simba

19. Cross-cultural Marketing Strategies for Small and Medium-sized Firms

Robin Lowe, Isobel Doole and Felicity Mendoza

20. Marketing planning in Small Businesses

Frances Ekwulugo

21. Contemporary issues in Entrepreneurship marketing, Sustainability, Ethics and Social Responsibility

Sonny Nwankwo

22. The Future of SME Marketing & Operations: Critical Change Drivers

Emmanuel Adugu

23. Religion and the SME

Andrew Lindridge

24. SMEs and Market Growth: Contemporary Reflections on Why and How they Grow

Rula M. Al Abdulrazak and Shadi A. Razak

25. Developing Entrepreneurial Marketing Competencies

Barry Ardley, Nick Taylor and Jialin (Penny) Hardwick

26. Marketing in the Informal Economy: An Entrepreneurial Perspective and Research Agenda

Nnamdi O. Madichie, Anayo D. Nkamnebe and Ignatius U. Ekanem

About the Editors

Sonny Nwankwo is Emeritus Professor at the University of East London, UK, and the Provost of the Nigerian Defence Academy (NDA), Nigeria. He is Visiting Professor at universities across Africa, Australia, Europe and North America. Prior to joining academia, he was a Customer Services Manager in the telecommunications industry.

Ayantunji Gbadamosi is the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. His research interest lies in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS025000
BUSINESS & ECONOMICS / Entrepreneurship
BUS043000
BUSINESS & ECONOMICS / Marketing / General