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Strategic marketing management in small and medium-sized enterprises


Gilmore, A and Kraus, S and O Dwyer, M and Miles, M, Strategic marketing management in small and medium-sized enterprises, International Entrepreneurship and Management Journal, 8, (2) pp. 141-143. ISSN 1554-7191 (2012) [Contribution to Refereed Journal]

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DOI: doi:10.1007/s11365-011-0175-2


Small and medium sized enterprises (SMEs) often face diverse strategic challenges and opportunities when operating in a variety of different industrial and geographical contexts. Traditionally the marketing concept and strategic marketing management were perceived as corporate management philosophies driven by the needs and capabilities of larger organisations. Within smaller organisations the intrinsic value of a traditional approach to marketing management is acknowledged but it is also recognised that there are context specific issues that have an impact on the nature of marketing capabilities and activities of SMEs.

Item Details

Item Type:Contribution to Refereed Journal
Keywords:strategic marketing management, small and medium-sized enterprises, SME
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Miles, M (Professor Morgan Miles)
ID Code:78483
Year Published:2012
Web of Science® Times Cited:2
Deposited By:Management
Deposited On:2012-07-03
Last Modified:2017-12-06
Downloads:3 View Download Statistics

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