Marketing Effectiveness and Accountability in SMEs : A Multimethodological Approach / Trevor A. Smith
Publication year: 2022
ISBN: 978-3-031-09861-1
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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.
Subject: rketing, Business and Management, Marketing efficiency, Marketing accountability, Small and medium-sized enterprises, Digital Marketing, Advertising
