haku: @author Gilmore, A. / yhteensä: 9
viite: 2 / 9
| Tekijä: | O'Dwyer, M. Gilmore, A. Carson, D. |
| Otsikko: | Innovative marketing in SMEs: an empirical study |
| Lehti: | Journal of Strategic Marketing
2009 : OCT, VOL. 17:5, p. 383-396 |
| Asiasana: | innovation marketing small and medium-sized enterprises (SMEs) |
| Kieli: | eng |
| Tiivistelmä: | The nature of innovative marketing in the context of SMEs (small to medium sized enterprises) is studied in this paper. Research was carried out to identify SME decision-makers' perspectives on innovative marketing and to compare these with the nature of innovative marketing practices actually carried out by the SMEs. An interpretivist methodology was adopted for this research using convergent interviewing and observation techniques to help build up a picture of SME owner/managers' perceptions in relation to innovative marketing and to develop an understanding of the nature and scope of their marketing in practice. The empirical results demonstrated that innovative marketing pervades much of SME owner/managers' thinking and marketing activity with particular reference to the competitive market circumstances within which they operate. |
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