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Strategic marketing management in small and medium-sized enterprises

journal contribution
posted on 2023-05-22, 02:04 authored by Gilmore, A, Kraus, S, O Dwyer, M, Miles, M
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.

History

Publication title

International Entrepreneurship and Management Journal

Volume

8

Pagination

141-143

ISSN

1554-7191

Department/School

TSBE

Publisher

Springer New York LLC

Place of publication

USA

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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