Marketing the SME: Innovation and Approach

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Cambridge Scholars Pub., 2009 - Business & Economics - 254 pages
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Prior to the recent global economic downturn, Ireland witnessed a decade of unprecedented economic growth. Almost overnight, the countrys labour base was transformed from one where decades-long emigration was the norm to a new and dynamic paradigm incorporating net in-migration. A significant element in Irelands economic transformation involved innovative marketing strategies and the role of Small and Medium-size Enterprises (SMEs). SMEs were major providers for new jobs and this research addresses the key determinants of their success. This volume investigates a wide range of sophisticated, diverse and market-efficient strategies as adopted by Irelands SMEs to ensure global success.

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Contents

Research Objective
2
LITERATURE REVIEW
10
Characteristics of SME Marketing
25
Copyright

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About the author (2009)

Dr Michele O'Dwyer is a Lecturer in Entrepreneurship at the Kemmy Business School University of Limerick. Her research and publication interests include: Innovative Marketing; SME Marketing; Innovation; New Product Development and Strategic Alliances. Audrey Gilmore is Professor of Services Marketing at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee. David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing. Audrey Gilmore is Professor of Services Marketing at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee. David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing.

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