Evolving "new marketing" philosophies by merging existing concepts: application of process within small high-technology firms
Article Abstract:
Small high-technology companies have an important role in industrial innovation and also contribute to job creation, leading governments to analyse their market potential and performance. A new survey of 116 small high technology companies, in industries such as electronic engineering, telecommunications and EDP, investigates their management approach. It is concluded that a hybrid approach that combines relationship and entrepreneurial marketing enhances overall performance.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1998
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Ethnicity, identity and marketing: a critical review
Article Abstract:
A new study investigates how ethnicity and identity can be included in marketing theory and examines why they have received scant attention in the UK.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2000
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