Rowley, J. and Spiezia, M. Spiezia Organics: an SME marketing case study (c) Westburn Publishers Ltd, 2006. This metadata relates to the electronic version of an article which has been published in its definitive form in the The Marketing Review, and has been posted by permission of Westburn...

Purpose This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...

Purpose – The purpose of this paper is to report research into the marketing and promotion of e‐books, and use this as a case study context to generate insights into approaches in academic libraries to the marketing of new services. As such it contributes to the limited empirical research on...

Purpose – The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach. Design/methodology/approach – The methodology combined qualitative research methods along with...