Guido, Gianluigi; Marcati, Alberto; Peluso, Alessandro M. - In: International Journal of Entrepreneurial Behavior & Research 17 (2011) 4, pp. 342-360
Purpose – The purpose of this research is to explore the conception of marketing held by entrepreneurs of Small and Medium Enterprises (SMEs), in comparison with that proposed by researchers using different paradigms (i.e. the transactional, relationship, or inductional marketing). It then...