Sonny Nwankwo - Entrepreneurship Marketing: Principles and Practice of SME Marketing

Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organisations; yet, scholarly resource materials to assist in honing skills and competencies have not kept pace. This well renowned textbook guides students through the complexities of entrepreneurship from the unique perspective of marketing in SME contexts, providing a clear grounding in the principles, practices, strategies, challenges, and opportunities faced by businesses today.

SMEs now need to step up to the terrain of mobile marketing and consumer-generated marketing and utilise social media marketing tools. Similarly, the activities of various stakeholders in SME businesses like start-up accelerators, business incubators, and crowdfunding have now gained more prominence in SME activities. This second edition advances grounds covered in the earlier edition and has been fully updated to reflect this new, dynamic business landscape. Updates include:

A consideration of social media imperatives on SME marketing;

Discussion of forms of capital formation and deployment for marketing effectiveness, including crowdfunding;

Updated international case studies drawn from diverse backgrounds;

Hands-on practical explorations based on real-life tasks to encourage deeper understanding.

This book is perfect for students studying SMEs, Marketing and Enterprise at both advanced undergraduate and postgraduate levels, as well as professionals looking to obtain the required knowledge to operate their businesses in this increasingly complex and turbulent marketing environment.

Sonny Nwankwo is Emeritus Professor at the University of East London, UK, and the Provost of the Nigerian Defence Academy (NDA), Nigeria. He is Visiting Professor at universities across Africa, Australia, Europe, and North America. Prior to joining academia, he was a customer services manager in the telecommunications industry.

Ayantunji Gbadamosi is Research Coordinator and Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. His research interests are in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications.

Second Edition

Edited by Sonny Nwankwo and Ayantunji Gbadamosi

Second edition published 2020

by Routledge

2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN

and by Routledge

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Routledge is an imprint of the Taylor & Francis Group, an informa business

2020 selection and editorial matter, Sonny Nwankwo and Ayantunji Gbadamosi; individual chapters, the contributors

The right of the Sonny Nwankwo and Ayantunji Gbadamosi to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

First edition published by Routledge 2010

British Library Cataloguing-in-Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloging-in-Publication Data

Names: Nwankwo, Sonny, editor. | Gbadamosi, Ayantunji, editor.

Title: Entrepreneurship marketing : principles and practice of SME marketing / edited by Sonny Nwankwo and Ayantunji Gbadamosi.

Description: Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2020. | Includes bibliographical references and index.

Identifiers: LCCN 2019050174 (print) | LCCN 2019050175 (ebook) | ISBN 9781138585225 (hardback) | ISBN 9781138585232 (paperback) | ISBN 9780429505461 (ebook)

Subjects: LCSH: MarketingManagement. | Entrepreneurship. | Small businessManagement. | New business enterprisesManagement.

Classification: LCC HF5415.13 .E58 2020 (print) | LCC HF5415.13 (ebook) | DDC 658.8dc23

LC record available at https://lccn.loc.gov/2019050174

LC ebook record available at https://lccn.loc.gov/2019050175

ISBN: 978-1-138-58522-5 (hbk)

ISBN: 978-1-138-58523-2 (pbk)

ISBN: 978-0-429-50546-1 (ebk)

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