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.

Chapter 13: Designing marketing channels in SMEs

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

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


My father loved traveling, and has done it since he was very young. From his passion and a wide knowledge of cultures, destinations and countries around the world, he understood and developed the family business opportunity – a travel agency. On one of his journeys, he met my mother who was a tourist guide. Together, about 30 years ago, they started a company in a small office in the capital city selling holiday packages for different types of tourists. He was perceived as an expert with a personal approach and, through word of mouth, news about the company spread and the business developed into a medium-sized company; there were 15 offices spread across the country. Besides selling travel packages, the main revenue of the company was from the sale of airline tickets.

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