Marketing effectiveness and accountability in SMEs : A multimethodological approach
- المؤلف
- Trevor A. Smith
- سنة النشر
- 2022
- الناشر
- Palgrave Macmillan Cham
- لغة الملف
- انكليزي
- نوع الملف
- Book
- تصنيف الكتاب
- Business Administration
- تحميل الكتاب قراءة الكتاب
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 and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME.
الكلمات المفتاحية: =I179:F159rketing / Business and Management / Marketing efficiency / Marketing accountability / Small and medium-sized enterprises / Digital Marketing / Advertising
