Marketing at the Interface: Not ‘What’ but ‘How’

David J. Carson · Audrey Gilmore

218 citations0/0 files storedThe Journal of Marketing Theory and Practice

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Entrepreneurship Studies and Influences SMEs Development and Digital Marketing

Abstract

The purpose of this paper is to contribute to theory at the marketing/entrepreneurship interface. Consideration is given to the unique characteristics of SMEs and the unique nature of marketing in small firms given that marketing is performed differently in SMEs than in large firms. This paper offers a conceptual model of SME marketing that illustrates how it is different to the conventional descriptions and practices espoused in the textbook literature. A step-by-step process of determining how SMEs do marketing in context is described.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 218 citations exist upstream.

References

1976Markets and Hierarchies: Analysis and Antitrust Implications.2002The Five Stages of Small Business Growth 2000SME marketing management competencies 1985The Evolution of Marketing in Small Firms

Cited by

2009The recognition of first time international entrepreneurial opportunities 2003Internal marketing and the mediating role of organisational competencies 2009Examining the role of international entrepreneurship, innovation and international market performance in SME internationalisation 2018Internationalization Orientation in SMEs: The Mediating Role of Technological Innovation 2017Factors affecting the adoption of information and communication technology in small and medium enterprises: a perspective from rural Saudi Arabia 2010Status Consumption and Price Sensitivity 2010SME brand building and management: an exploratory study 2012The effect of entrepreneurial marketing on outcome goals in SMEs

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.