The role and relevance of marketing in SMEs: towards a new model

@inproceedings{Simpson2002TheRA,
  title={The role and relevance of marketing in SMEs: towards a new model},
  author={Mike Simpson and Nick Taylor},
  year={2002}
}
This paper presents a new model of the role and relevance of marketing in small‐ and medium‐sized enterprises (SMEs). The model was developed to explain the apparent mismatch between the need for marketing activities to sustain and grow these companies in a competitive business environment (i.e. relevance of marketing) and the actual marketing efforts used by these organisations (i.e. role played by marketing). The methodology used theoretical development and initial testing of the role and… CONTINUE READING

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