Marketing effectiveness and accountability in SMEs a multimethological approach

Marketing effectiveness and accountability in SMEs a multimethological approach

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews an...

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Bibliographic Details
Main Author: Smith, Trevor A. 1958- (Author)
Format: Electronic Resource
Language:English
Series:Palgrave studies in marketing, organizations and society
Subjects:
Small business marketing.
Online Access:click here to access