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Entrepreneurial Marketing for SMEs by Luca Cacciolatti, Soo Hee Lee

By Luca Cacciolatti, Soo Hee Lee

Entrepreneurial advertising for SMEs contextualizes the perform of promoting among SMEs, and seriously discusses significant problems with Entrepreneurial advertising with a appropriate and up to date educational physique of information.

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But building up a figure of non-existent composite customers is not the same as getting to know real people. You need to look at real behaviour, real motivation – and you need to be able to link all that knowledge. The key to being able to do that is having a sound data strategy. Successful businesses rely largely on marketing research and on the insight derived from their field sales forces for intelligence on customers[73]. Marketing goals in successful businesses are driven by the customer needs.

All the differences in their profiles affect the way they perceive reality and the way they learn from personal experience. In what follows, you will have the chance to see in more detail what the main differences are and what characterises these two profiles of small business owners. 1 Entrepreneurs and owner-managers In existing academic literature on entrepreneurship, there is no total agreement on the definition of the word ‘entrepreneur’, as there is often some confusion between this word and the terms ‘small business owner’ or ‘owner-manager’.

72] Tate CE, Megginson LC, Scott CR, Trueblood LR. Successful Small Business Management. Dallas: Business Publications; 1975. [73] Tyebjee TT, Bruno AV, McIntyre SH. Growing ventures can anticipate marketing stages. Harvard Business Review. 1983; Vol. 61 / Jan–Feb (No. 1): pp. 62–6. [74] Urde M. Brand Orientation: A Mindset for Building Brands into Strategic Resources. Journal of Marketing Management. 1999; Vol. 15 (No. 1–3): pp. 117–33. [75] Wai-sum S, Kirby DA. Approaches to small firm marketing.

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