Marketing effectiveness and accountability in SMEs a multimethological approach

Marketing effectiveness and accountability in SMEs a multimethological approach

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews an...

Ausführliche Beschreibung

Bibliographische Detailangaben
1. Verfasser: Smith, Trevor A. 1958- (VerfasserIn)
Format: Electronic Resource
Sprache:English
Schriftenreihe:Palgrave studies in marketing, organizations and society
Schlagworte:
Small business marketing.
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