A Global Perspective
All organizations, and particularly entrepreneurs and SMEs, have been dramatically impacted by a rapidly changing world and the resulting hypercompetition. This has particularly impacted the way entrepreneurs and SMEs view, organize, manage and lead their organizations within and across borders. With the opportunity to obtain market and customer information and more easily access markets, SMEs can develop products, services and entities for many different markets in a variety of ways. To take advantage of these opportunities in the domestic and global marketplace, entrepreneurs and SMEs need to have a better understanding, expertise and knowledge of marketing. To provide this understanding, this book, Marketing for Entrepreneurs and SMEs: A Global Perspective, is divided into three parts: understanding marketing for entrepreneurs and SMEs and the challenges they face; understanding the market and consumers; and developing an approach to strategic marketing.