search query: @author O'Dwyer, M. / total: 2
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| Author: | O'Dwyer, M. Gilmore, A. Carson, D. |
| Title: | Innovative marketing in SMEs |
| Journal: | European Journal of Marketing
2009 : VOL. 43:1-2, p. 46-61 |
| Index terms: | small and medium-sized enterprises (smes) marketing |
| Language: | eng |
| Abstract: | The aim of the study is to investigate the concept of innovative marketing and how it manifests itself in the context of small to medium-sized enterprises. The discussion provides a description of innovative marketing in SMEs. It seems that innovative marketing doesn't just relate to products, new product development and technological development but is also evident in other aspects of activities and decisions related to marketing. Innovative marketing seems to be very specific to the context and the needs of the SME. |
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