Marketing effectiveness and accountability in SMEs : A multimethodological approach
- Author
- Trevor A. Smith
- Publication Year
- 2022
- Publisher
- Palgrave Macmillan Cham
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read 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 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.
Keywords: =I179:F159rketing / Business and Management / Marketing efficiency / Marketing accountability / Small and medium-sized enterprises / Digital Marketing / Advertising
