Marketing for Entrepreneurs and SMEs: A Global Perspective

4 avg rating
( 1 ratings by Goodreads )
 
9781781955963: Marketing for Entrepreneurs and SMEs: A Global Perspective
View all copies of this ISBN edition:
 
 

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.

The book provides solutions to current marketing challenges and leads the reader through the marketing process, supported with real-life examples. Discussions of hyper competition and the opportunities arising from information-communication technology offer a deeper understanding of modern consumers and ways to create added value through products, services and other entities. The authors stress the importance of an SME's web presence and internationalization, as well as innovation and branding processes. Additional key topics include the development of services and experiences with customer co-creation, value-based pricing using new market channels and adapted communication tools (including social media), and how these approaches can lead to increased customer engagement and improved long-term relationships.

This comprehensive book will be a useful resource for both scholars and practitioners with an interest in entrepreneurship, marketing, and business and management.

Contents: Preface Part I: Understanding Marketing for Entrepreneurs and SMEs and the Challenges they Face 1. An Understanding of Marketing for Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty 3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing in the 21st Century Part II: Understanding the Market and Consumers 5. Analyzing the Marketing Environment 6. Conducting Market Research and Forecasting Demand in SMEs 7. Consumer Purchase Behavior Part III: Developing an Approach to Strategic Marketing 8. Target Marketing: Segmentation, Targeting and Positioning 9. Challenges and Opportunities for SMEs to Market Diverse Entities 10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the Price in SMEs 13. Designing Marketing Channels in SMEs 14. Marketing Communications in SMEs Index

"synopsis" may belong to another edition of this title.

About the Author:

Maja Konecnik Ruzzier, Associate Professor of Marketing, University of Ljubljana, Slovenia, Mitja Ruzzier, Professor of Entrepreneurship, University of Primorska, Slovenia and Robert D. Hisrich, Garvin Professor of Global Entrepreneurship and Director, Walker Center for Global Entrepreneurship, Thunderbird School of Global Management

Review:

A timely text, which presents key marketing concepts, frameworks, and tools in an easy-to-follow manner. The case vignettes, drawn from contemporary marketing practices of entrepreneurial companies around the world, provide nice illustrations of the issues discussed in the chapters. The book is an appropriate anchor text for courses in marketing, entrepreneurship, and small business management, and a great reference for practitioners. --Tatiana Manolova, Bentley University

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9781783471751: Marketing for Entrepreneurs and SMEs: A Global Perspective

Featured Edition

ISBN 10:  1783471751 ISBN 13:  9781783471751
Publisher: Edward Elgar Pub, 2015
Softcover

Top Search Results from the AbeBooks Marketplace

1.

Maja Konecnik Ruzzier, Mitja Ruzzier, Ro
Published by Edward Elgar Pub (2014)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 2
Seller:
Murray Media
(NORTH MIAMI BEACH, FL, U.S.A.)
Rating
[?]

Book Description Edward Elgar Pub, 2014. Hardcover. Condition: New. Never used!. Seller Inventory # P111781955964

More information about this seller | Contact this seller

Buy New
US$ 85.60
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

2.

MAJA KONECNIK RUZZIER, Mitja Ruzzier, Robert A. Hisrich
Published by Edward Elgar Publishing Ltd, United Kingdom (2014)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 10
Seller:
Book Depository International
(London, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Ltd, United Kingdom, 2014. Hardback. Condition: New. Language: English . Brand New Book. In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world. The book provides solutions to current marketing challenges and leads the reader through the marketing process, supported with real-life examples. Discussions of hyper competition and the opportunities arising from information-communication technology offer a deeper understanding of modern consumers and ways to create added value through products, services and other entities. The authors stress the importance of an SME s web presence and internationalization, as well as innovation and branding processes. Additional key topics include the development of services and experiences with customer co-creation, value-based pricing using new market channels and adapted communication tools (including social media), and how these approaches can lead to increased customer engagement and improved long-term relationships. This comprehensive book will be a useful resource for both scholars and practitioners with an interest in entrepreneurship, marketing, and business and management. Seller Inventory # AAJ9781781955963

More information about this seller | Contact this seller

Buy New
US$ 106.78
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

3.

MAJA KONECNIK RUZZIER, Mitja Ruzzier, Robert A. Hisrich
Published by Edward Elgar Publishing Ltd, United Kingdom (2014)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 10
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Ltd, United Kingdom, 2014. Hardback. Condition: New. Language: English . Brand New Book. In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world. The book provides solutions to current marketing challenges and leads the reader through the marketing process, supported with real-life examples. Discussions of hyper competition and the opportunities arising from information-communication technology offer a deeper understanding of modern consumers and ways to create added value through products, services and other entities. The authors stress the importance of an SME s web presence and internationalization, as well as innovation and branding processes. Additional key topics include the development of services and experiences with customer co-creation, value-based pricing using new market channels and adapted communication tools (including social media), and how these approaches can lead to increased customer engagement and improved long-term relationships. This comprehensive book will be a useful resource for both scholars and practitioners with an interest in entrepreneurship, marketing, and business and management. Seller Inventory # AAJ9781781955963

More information about this seller | Contact this seller

Buy New
US$ 109.50
Convert currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, rates & speeds

4.

Maja Konecnik Ruzzier
Published by Edward Elgar Publishing Ltd
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 5
Seller:
THE SAINT BOOKSTORE
(Southport, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Ltd. Hardback. Condition: New. New copy - Usually dispatched within 2 working days. Seller Inventory # B9781781955963

More information about this seller | Contact this seller

Buy New
US$ 105.89
Convert currency

Add to Basket

Shipping: US$ 9.06
From United Kingdom to U.S.A.
Destination, rates & speeds

5.

Maja Konecnik Ruzzier
Published by Edward Elgar Publishing Ltd (2013)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Quantity Available: 10
Seller:
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Ltd, 2013. HRD. Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Seller Inventory # CA-9781781955963

More information about this seller | Contact this seller

Buy New
US$ 104.65
Convert currency

Add to Basket

Shipping: US$ 11.75
From United Kingdom to U.S.A.
Destination, rates & speeds

6.

Hisrich Robert D. Ruzzier Mitja Ruzzier Maja Konecnik
Published by Edward Elgar Publishing Limited
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Quantity Available: 3
Seller:
Majestic Books
(London, ,, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Limited. Condition: New. pp. 264. Seller Inventory # 53981963

More information about this seller | Contact this seller

Buy New
US$ 111.21
Convert currency

Add to Basket

Shipping: US$ 7.18
From United Kingdom to U.S.A.
Destination, rates & speeds

7.

Ruzzier, Maja Konecnik/ Ruzzier, Mitja/ Hisrich, Robert D.
Published by Edward Elgar Pub (2014)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Quantity Available: 14
Seller:
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description Edward Elgar Pub, 2014. HRD. Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Seller Inventory # T5-9781781955963

More information about this seller | Contact this seller

Buy New
US$ 121.35
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

8.

Maja Konecnik Ruzzier; Mitja Ruzzier; Robert D. Hisrich
Published by Edward Elgar Pub (2014)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description Edward Elgar Pub, 2014. Condition: New. book. Seller Inventory # M1781955964

More information about this seller | Contact this seller

Buy New
US$ 124.66
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

9.

Ruzzier, Maja Konecnik (Editor)/ Russier, Mitja (Editor)/ Hisrich, Robert D. (Editor)
Published by Edward Elgar Pub (2013)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Hardcover Quantity Available: 1
Seller:
Revaluation Books
(Exeter, United Kingdom)
Rating
[?]

Book Description Edward Elgar Pub, 2013. Hardcover. Condition: Brand New. 250 pages. 9.50x6.25x0.75 inches. In Stock. Seller Inventory # __1781955964

More information about this seller | Contact this seller

Buy New
US$ 131.79
Convert currency

Add to Basket

Shipping: US$ 9.79
From United Kingdom to U.S.A.
Destination, rates & speeds

10.

Maja Konecnik Ruzzier,Mitja Ruzzier,Robert D. Hisrich
Published by Edward Elgar Publishing Ltd 2013-11-29 (2013)
ISBN 10: 1781955964 ISBN 13: 9781781955963
New Quantity Available: 5
Seller:
Chiron Media
(Wallingford, United Kingdom)
Rating
[?]

Book Description Edward Elgar Publishing Ltd 2013-11-29, 2013. Condition: New. Brand new book, sourced directly from publisher. Dispatch time is 3-4 working days from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Seller Inventory # NU-MAR-00020165

More information about this seller | Contact this seller

Buy New
US$ 106.17
Convert currency

Add to Basket

Shipping: US$ 39.07
From United Kingdom to U.S.A.
Destination, rates & speeds

There are more copies of this book

View all search results for this book