Marketing in SMEs: a “4Ps” self-branding model

  title={Marketing in SMEs: a “4Ps” self-branding model},
  author={S. Resnick and R. Cheng and M. Simpson and Fernando Lourenço},
  journal={International Journal of Entrepreneurial Behaviour & Research},
  • S. Resnick, R. Cheng, +1 author Fernando Lourenço
  • Published 2016
  • Business
  • International Journal of Entrepreneurial Behaviour & Research
  • Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant… CONTINUE READING
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