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Titlebook: Marketing Effectiveness and Accountability in SMEs; A Multimethodologica Trevor A. Smith Book 2022 The Editor(s) (if applicable) and The Au

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發(fā)表于 2025-3-21 16:08:02 | 只看該作者 |倒序瀏覽 |閱讀模式
書目名稱Marketing Effectiveness and Accountability in SMEs
副標(biāo)題A Multimethodologica
編輯Trevor A. Smith
視頻videohttp://file.papertrans.cn/625/624343/624343.mp4
概述First book to address comprehensively marketing effectiveness and accountability marketing pertaining to SMEs.Builds on Kotler’s five dimensions of marketing effectiveness with focus on digital market
叢書名稱Palgrave Studies in Marketing, Organizations and Society
圖書封面Titlebook: Marketing Effectiveness and Accountability in SMEs; A Multimethodologica Trevor A. Smith Book 2022 The Editor(s) (if applicable) and The Au
描述.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 theirmarketing 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..
出版日期Book 2022
關(guān)鍵詞marketing efficiency; marketing accountability; MASB; small and medium-sized enterprises; digital market
版次1
doihttps://doi.org/10.1007/978-3-031-09861-1
isbn_softcover978-3-031-13399-2
isbn_ebook978-3-031-09861-1Series ISSN 2661-8613 Series E-ISSN 2661-8621
issn_series 2661-8613
copyrightThe Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl
The information of publication is updating

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Introduction,he multimethodological approach utilized for developing the manuscript vis-à-vis knowledge investigation, qualitative inquiry, quantitative modelling, case study and the linkages between the methods are encapsulated. The chapter then addresses the organization of the book and the intended audience f
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發(fā)表于 2025-3-22 13:34:11 | 只看該作者
Marketing Accountability with Applications and Implications for SMEs,y marketing are similar and nuanced concepts. Effectiveness is determined by the attainment of marketing goals and objectives of the firm, while accountability is accepting responsibility for the outcomes of the set goals and objectives. Notably, the chapter presents the state of affairs of the rese
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發(fā)表于 2025-3-22 17:40:37 | 只看該作者
Knowledge in Marketing Effectiveness with Applications and Implications for SMEs, (., . and . for driving marketing effectiveness. Putting it all together, the chapter focuses on the knowledge in marketing that is essential for marketing effectiveness and highlights its applications and implications for SMEs.
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發(fā)表于 2025-3-22 22:34:45 | 只看該作者
A Qualitative Inquiry into Marketing Effectiveness of SMEs,t intelligence); utilized five operative strategies (strategic planning, transformation strategy, image building strategy, Porter’s generic strategies, and value proposition strategy); had two areas of focus for improving marketing efficiency (profit optimizing and quick reactions); focused on two a
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