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| Author: | Alajoutsijärvi, K. Mannermaa, K. Tikkanen, H. |
| Title: | Customer relationships and the small software firm: a framework for understanding challenges faced in marketing |
| Journal: | Information & Management
2000 : APR, VOL. 37:3, p. 153-159 |
| Index terms: | Customer relations Internationalization Marketing Software |
| Language: | eng |
| Abstract: | This paper indentifies the major marketing challenges small software firms face during their growth and internationalization processes. It starts with an analysis of small software company activities along a continuum from "project business" to "product business". This is followed by an analysis of the two major schools of thought in marketing. Finally, the discussion is summarized in a framework for indetifying the major marketing challenges facing software company managers at the beginning of the new millennium. |
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