For many years scholars of marketing have advocated the importance of marketing as a key determinant of business performance, and particularly for small and medium‐sized enterprises. In the UK, efforts have been made to translate theory into practice in an attempt to improve the...

Purpose: Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an inherent need to assess, relative to the task of accomplishing an organization’s marketing goals, the...

Transition by the countries of Central and Eastern Europe (CEE) from communism towards market economies has brought with it the introduction of Western management thinking. CEE since 1989 has been a kind of test‐bed for human resource management (HRM) – the concept that people management...