Marketing Effectiveness and Accountability in SMEs: A Multimethodological Approach

This book explores marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs), using a multi-method investigation including knowledge inquiry, qualitative inquiry, quantitative analysis, and case study. It provides conceptual models to show how marketing capabilities can lead to performance improvement, and offers guidance for more effective marketing investments and decisions. It is useful for researchers and practitioners.

Format: Hardback
Length: 205 pages
Publication date: 28 September 2022
Publisher: Springer International Publishing AG

This comprehensive book delves into the realm of marketing effectiveness and accountability in small and medium-sized enterprises (SMEs). Through a multi-method approach, it encompasses a thorough exploration of marketing knowledge and customer knowledge, employing qualitative semi-structured interviews and thematic data analysis. Additionally, quantitative analysis is conducted using surveys and structural equations modeling, while a case study combines narrative (storytelling) data analysis with an accountability audit specifically tailored for a techno marketing SME.

SMEs often encounter financial limitations that hinder their ability to fully execute the marketing function. Recognizing this constraint, the author presents conceptual models rooted in the resource-based view and the knowledge-based view, aimed at demonstrating how marketing capabilities can contribute to improved performance within SMEs. The insights gained from this study offer valuable guidance for small and medium firms in enhancing the efficiency and effectiveness of their marketing investments and making informed marketing decisions.

This book holds immense value for both researchers and practitioners, as it significantly expands our understanding of marketing performance management in SMEs. By shedding light on the strategies and practices that lead to marketing success, it provides valuable insights and practical tools for practitioners seeking to optimize their marketing efforts and achieve sustainable growth in the competitive business landscape.

Weight: 426g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031098604
Edition number: 1st ed. 2022