Entrepreneurship marketing : principles and practice of SME marketing / edited by Sonny Nwankwo and Ayantunji Gbadamosi

Content includes:

1. Marketing in SMEs
2. Entrepreneurship marketing
3. The role and relevance model of marketing in SMEs
4. The marketing concept and marketing orientation : evolving definitions of marketing
5. The entrepreneurship marketing environment
6. Understanding consumers in entrepreneurship in marketing
7. Entrepreneurship marketing research and SMEs
8. Managing products in SMEs : a customer oriented prespective
9. Pricing and pricing-related issues in SMEs
10. The reality of distribution faced by SMEs
11. Marketing communications for the SME
12. Internet marketing
13. Growing marketing strengths : management of innovations in high growth SMEs
14. SME retailing in the UK
15. Relationship marketing and networks in entrepreneurship
16. Internal marketing and service excellence in SMEs
17. International entrepreneurship and SMEs
18. Cross-cultural marketing strategies : for SMEs
19. Franchising in entrepreneourship marketing
20. Competition and competitive advantage in SMEs
21. Entrepreneurship growth at risk
22. Marketing planning in small businesses
23. Contemporary issues in entrepreneurship marketing : sustainability, ethics and social responsibility
24. Religion and the SME
25. Managing marketing resources : the consultant and the SME
26. Entrepreneurship marketing in informal economics
27. Organizational environment and SME marketing practices in an emerging economy

Includes bibliographical references and index.