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In recent years, entrepreneurs and SMEs have been forced to adapt
to a rapidly changing, increasingly globalized world, an evolution
that has had a profound impact on marketing strategies. This timely
volume identifies the many new opportunities available to
entrepreneurs and SMEs in the global marketplace, and offers
tactical and strategic marketing approaches to help them succeed in
the modern business world.The book provides solutions to current
marketing challenges and leads the reader through the marketing
process, supported with real-life examples. Discussions of hyper
competition and the opportunities arising from
information-communication technology offer a deeper understanding
of modern consumers and ways to create added value through
products, services and other entities. The authors stress the
importance of an SME's web presence and internationalization, as
well as innovation and branding processes. Additional key topics
include the development of services and experiences with customer
co-creation, value-based pricing using new market channels and
adapted communication tools (including social media), and how these
approaches can lead to increased customer engagement and improved
long-term relationships. This comprehensive book will be a useful
resource for both scholars and practitioners with an interest in
entrepreneurship, marketing, and business and management. Contents:
Preface Part I: Understanding Marketing for Entrepreneurs and SMEs
and the Challenges they Face 1. An Understanding of Marketing for
Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty
3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing
in the 21st Century Part II: Understanding the Market and Consumers
5. Analyzing the Marketing Environment 6. Conducting Market
Research and Forecasting Demand in SMEs 7. Consumer Purchase
Behavior Part III: Developing an Approach to Strategic Marketing 8.
Target Marketing: Segmentation, Targeting and Positioning 9.
Challenges and Opportunities for SMEs to Market Diverse Entities
10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the
Price in SMEs 13. Designing Marketing Channels in SMEs 14.
Marketing Communications in SMEs Index
In recent years, entrepreneurs and SMEs have been forced to adapt
to a rapidly changing, increasingly globalized world, an evolution
that has had a profound impact on marketing strategies. This timely
volume identifies the many new opportunities available to
entrepreneurs and SMEs in the global marketplace, and offers
tactical and strategic marketing approaches to help them succeed in
the modern business world.The book provides solutions to current
marketing challenges and leads the reader through the marketing
process, supported with real-life examples. Discussions of hyper
competition and the opportunities arising from
information-communication technology offer a deeper understanding
of modern consumers and ways to create added value through
products, services and other entities. The authors stress the
importance of an SME's web presence and internationalization, as
well as innovation and branding processes. Additional key topics
include the development of services and experiences with customer
co-creation, value-based pricing using new market channels and
adapted communication tools (including social media), and how these
approaches can lead to increased customer engagement and improved
long-term relationships. This comprehensive book will be a useful
resource for both scholars and practitioners with an interest in
entrepreneurship, marketing, and business and management. Contents:
Preface Part I: Understanding Marketing for Entrepreneurs and SMEs
and the Challenges they Face 1. An Understanding of Marketing for
Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty
3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing
in the 21st Century Part II: Understanding the Market and Consumers
5. Analyzing the Marketing Environment 6. Conducting Market
Research and Forecasting Demand in SMEs 7. Consumer Purchase
Behavior Part III: Developing an Approach to Strategic Marketing 8.
Target Marketing: Segmentation, Targeting and Positioning 9.
Challenges and Opportunities for SMEs to Market Diverse Entities
10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the
Price in SMEs 13. Designing Marketing Channels in SMEs 14.
Marketing Communications in SMEs Index
The topic of destination branding has attracted academic interest
only recently and the field remains in its infancy. Therefore, the
aim of the book is to clarify the dilemma observed at conceptual
and empirical levels concerning recent research findings in the
area. Stemming from the main branding concepts and specific
characteristics of a destination, the book introduces a two-
dimensional approach to destination branding. Such proposed
approach integrates brand identity and equity and enables different
destination stakeholders to be included in the process. Theoretical
concepts are empirically verified on the examined brand of
Slovenia. Special consideration is given to the concept of
customer- based brand equity for a tourism destination, which is
investigated for Slovenia and its competitive country Austria from
the perspective of two culturally heterogeneous tourist markets
(German and Croatian). The book should be especially useful to
academics and students interested in exploring the destination
branding phenomenon and also to practitioners involved in the
process of systematic development of destination brands.
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