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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Bibliographic Details
Published in:Journal of small business and enterprise development 2010-01, Vol.17 (2), p.184-203
Main Authors: Parrott, Guy, Azam Roomi, Muhammad, Holliman, David
Format: Article
Language:English
Subjects:
Audits
Brand loyalty
Business failures
Efficiency
Entrepreneurs
Entrepreneurship
Hypotheses
Integrated marketing
Kernkompetenz
KMU
Marketing
Marketingmanagement
Philosophy
Small & medium sized enterprises-SME
Small business
Studies
Unternehmenserfolg
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