Marketing for Entrepreneurs and SMEs

Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.

Preface

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

Subjects: business and management, entrepreneurship, international business, marketing

Extract

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.