Entrepreneurial marketing strategy in craft-based businesses in an emerging market : a qualitative interpretivist approach
Year of publication: |
2024
|
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Authors: | Saiyed, Abrar Ali Mohammadusman ; Shaikh, Ateeque ; Gupta, Suruchika |
Published in: |
Journal of research in marketing and entrepreneurship. - Bingley : Emerald, ISSN 1471-521X, ZDB-ID 2524213-1. - Vol. 26.2024, 2, p. 279-302
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Subject: | Case study | Craft-based microenterprises | Emerging economies | Entrepreneurial marketing | Marketing mix | Marketing strategy formulation | Marketing strategy implementation | Marketingmanagement | Marketing management | Schwellenländer | KMU | SME | Marketing | Entrepreneurship | Entrepreneurship approach | Strategisches Management | Strategic management |
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