Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges, and opportunities faced by businesses today.

SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include:

  • A consideration of social media imperatives on SME marketing;
  • Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding;
  • Updated international case studies drawn from diverse backgrounds;
  • Hands-on practical explorations based on real-life tasks to encourage deeper understanding.

This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate levels, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

chapter Chapter 1|12 pages

Marketing in small and medium-sized enterprises

An introduction
ByMike Simpson, Nick Taylor, Jo Padmore

chapter Chapter 2|18 pages

Small and medium enterprises marketing

Innovation and sustainable economic growth perspective
ByAbdullah Promise Opute

chapter Chapter 3|15 pages

The role and relevance model of marketing in small and medium-sized enterprises

ByMike Simpson, Nick Taylor, Jo Padmore

chapter Chapter 4|26 pages

The entrepreneurship marketing environment

ByAyantunji Gbadamosi

chapter Chapter 5|25 pages

Buyer behaviour in the 21st century

Implications for SME marketing
ByAyantunji Gbadamosi

chapter Chapter 6|15 pages

Revisiting entrepreneurship marketing research

Towards a framework for SMEs in developing countries
ByRichard Shambare, Jane Shambare, Wellington Chakuzira

chapter Chapter 7|19 pages

Managing products and customer value

Implications for SME marketing
ByAyantunji Gbadamosi

chapter Chapter 8|16 pages

Choosing the right pricing strategy

ByP. Sergius Koku

chapter Chapter 9|15 pages

The reality of distribution faced by SMEs

A perspective from the UK
ByDavid Bamber

chapter Chapter 10|12 pages

Marketing communications for the SME

ByTeck-Yong Eng, Graham Spickett-Jones

chapter Chapter 11|15 pages

Internet marketing

ByPaul Dobson, Vish Maheshwari

chapter Chapter 12|13 pages

Retailing and SME marketing

ByMee Leing Ooi, Hsiao-Pei (Sophie) Yang

chapter Chapter 13|20 pages

Small and medium-sized enterprise retailing in the UK

ByOgenyi Omar, Peter Fraser

chapter Chapter 14|22 pages

Relationship marketing and networks in entrepreneurship

BySue Halliday

chapter Chapter 15|18 pages

Internal marketing and service excellence in SMEs

ByHina Khan

chapter Chapter 16|13 pages

Crowdfunding of SMEs

BySanya Ojo, Entissar Elgadi

chapter Chapter 17|12 pages

International entrepreneurship and small and medium-sized enterprises

ByKevin Ibeh, Mathew Analogbei

chapter Chapter 18|13 pages

Born global SME in contemporary markets

ByOfer Dekel-Dachs, Amon Simba, Helena Klipan

chapter Chapter 19|24 pages

Cross cultural marketing strategies

For small and medium-sized firms
ByRobin Lowe, Isobel Doole, Felicity Mendoza

chapter Chapter 20|13 pages

Marketing planning in small businesses

ByFrances Ekwulugo

chapter Chapter 21|22 pages

Contemporary issues in entrepreneurship marketing

Sustainability, ethics, and social responsibility
BySonny Nwankwo, Darlington Richards

chapter Chapter 22|16 pages

The future of SME marketing and operations

Critical change drivers
ByEmmanuel Adugu

chapter Chapter 23|12 pages

Religion and the SME

ByAndrew Lindridge

chapter Chapter 24|13 pages

SMEs and market growth

Contemporary reflections on why and how they grow
ByRula M. Al Abdulrazak, Shadi A. Razak

chapter Chapter 25|12 pages

Developing entrepreneurial marketing competencies

ByBarry Ardley, Nick Taylor, Jialin (Penny) Hardwick

chapter Chapter 26|17 pages

Marketing in the informal economy

An entrepreneurial perspective and research agenda
ByNnamdi O. Madichie, Anayo D. Nkamnebe, Ignatius U. Ekanem