An analysis of marketing programmes adopted by regional small and medium-sized enterprises

Purpose - The purpose of this paper is to create an understanding of the true nature of contemporary SME marketing activities. While acknowledging operational constraints, the paper aims to hypothesize that, if effective marketing planning was employed, this would improve the long-term growth of sma...

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Veröffentlicht in:	Journal of small business and enterprise development 2010-01, Vol.17 (2), p.184-203
Hauptverfasser:	Parrott, Guy, Azam Roomi, Muhammad, Holliman, David
Format:	Artikel
Sprache:	eng
Schlagworte:	Audits Brand loyalty Business failures Efficiency Entrepreneurs Entrepreneurship Hypotheses Integrated marketing Marketing Philosophy Small & medium sized enterprises-SME Small business Studies
Online-Zugang:	Volltext
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