Marketing Effectiveness and Accountability in SMEs - A Multimethodological Approach (Hardcover, 1st ed. 2022)

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 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.

General

Imprint:	Palgrave Macmillan
Country of origin:	Switzerland
Series:	Palgrave Studies in Marketing, Organizations and Society
Release date:	October 2022
First published:	2022
Authors:	Trevor A. Smith
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	205
Edition:	1st ed. 2022
ISBN-13:	978-3-03-109860-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	3-03-109860-9
Barcode:	9783031098604

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