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

Article English OPEN
Resnick, SM; Cheng, R; Simpson, M.; Lourenço, F;
(2016)

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 sett... View more
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