Purpose – The purpose of this paper is to create an understanding of the true nature of contemporary SME marketing … activities. While acknowledging operational constraints, the paper aims to hypothesize that, if effective marketing planning was … implications current practices may have on the long‐term survival of enterprises and to identify significant SME marketing …

Purpose – The purpose of this paper is to get a deeper understanding of how the concept of marketing is seen and put … eastern Finland. Findings – Marketing was seen as a means to inform the customers about the enterprise and its offerings. SME … marketers were also interested in creating and maintaining customer relationships. The main aim of marketing seemed to be to …

Purpose – This paper aims to report the findings of a large‐scale multinational study of students in a marketing … organization that investigates the need to expand entrepreneurship education in the marketing curriculum. Key questions include … what is the entrepreneurial mindset of students interested in marketing, what do they think they need to know, should they …

Purpose – It is acknowledged that while there is a paucity of marketing research focusing on small firms relative to …, is difficult. This paper aims to produce an empirically validated framework of small firm marketing activities. Design …/methodology/approach – A qualitative cross‐sectoral study of small firm marketing was undertaken. Semi‐structured, in‐depth interviews were …

marketing perspective. Using a dyadic approach, the research aims to compare the degree of customer orientation and … these firms perceived and prioritised marketing and innovation. Findings – There is a need for small software firms to … conduct marketing in the software industry and how to secure small firm sustainability and growth in developing regions.  …

Purpose – The purpose of this paper is to explore the role and economic impact that the internet, specifically websites … and social media, have on small businesses. It aims to investigate the benefits available from the use of the internet and … findings offer preliminary insights for future studies on the use of the internet and social media sites for small businesses …

Purpose The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company … identifies the effects of the practice of endorsing and interacting with customers for marketing purposes. It points out … offer preliminary insights for future studies on Instagram marketing in SMEs. Practical implications Companies can attain …

organizational culture, market orientation, and marketing effectiveness in the context of strategic marketing alliances. Analyzes … culture significantly affects marketing effectiveness, although the individual dimensions of organizational culture have … varying degrees of influence upon the dimensions of marketing effectiveness. Among mechanistic or non‐adaptive cultural …