Marketing Management and Marketing Contrilling of SMEs

Contextual Marketing: The Language/Vocabulary of Marketing in SMEs

This paper is part of ongoing descriptions of Contextual Marketing in SMEs. To date two previous papers have addressed a variety of key factors that contribute to Contextual Marketing. Our first paper, (Carson et al 2002*), addressed the overriding theme of Contextual Marketing and considered issues such as commonalities, triggers, variances, situation specific and language/vocabulary. Our seco...

Marketing and Entrepreneurial Orientation in Exporting SMEs

This paper is based on the first, qualitative, phase of a study aimed at enhancing understanding of SME growth through exporting. It investigates the reasons for the export success of twelve SMEs in the South West of England, exploring export market and entrepreneurial orientation in these companies, within the context of organisational culture. The second, quantitative stage of the research wi...

Twitter: a Viable Marketing Tool for SMEs?

Purpose The present research aims to explore whether Twitter is a tool that should be taken seriously by Small and Medium-sized Enterprises (SMEs) in their marketing strategies, taking the stance of SMEs – how they perceive, use and see the future of Twitter for their businesses. The research has three objectives: firstly, to explore how SMEs use Twitter in their marketing strategies; secondly,...

SMS Marketing: An Emergent Trend within SMEs

This chapter seeks to extend current knowledge relating to innovative methods in marketing. The authors consider the significance of SMS marketing amongst Small and Medium Enterprises (SMEs) within South Africa and aim to emphasise the various advantages of SMS marketing to SMEs within emerging economies. They look at how SMS marketing has emerged within the Western world and how it could be ju...

Sports Management and Marketing