Organizational environment and SME marketing practices in an emerging economy

Wilson and Stokes (2004) citing Coviello et al. (1997) argue that SME marketing practice can be distinguished into four types:

Stokes (2000) then goes on to argue that interaction and network marketing in particular rely on informality and marketing communications, thereby providing a direct bridge to the entrepreneurship literature. In this chapter we showcase all four of the aforementioned types of marketing and examine their practice among small firms in the developing economy context of Ghana, West Africa.