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Marketing the Sme: Innovation and Approach de Michele Odwyer

Marketing the Sme: Innovation and Approach

Autor Michele Odwyer, Michele Oadwyer Editat de David Carson
en Limba Engleză Hardback – 31 mai 2009
Prior to the global economic downturn, Ireland witnessed a decade of unprecedented economic growth. A significant element in Ireland's economic transformation involved the role of Small and Medium-size Enterprises (SMEs). This title investigates a range of market-efficient strategies as adopted by Ireland's SME's to ensure global success.
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Specificații

ISBN-13: 9781443805759
ISBN-10: 1443805750
Pagini: 330
Dimensiuni: 150 x 220 mm
Greutate: 0 kg
Ediția:New.
Editura: Cambridge Scholars Publishing

Notă biografică

Dr Michele O'Dwyer is a Lecturer in Entrepreneurship at the Kemmy Business School University of Limerick. Her research and publication interests include: Innovative Marketing; SME Marketing; Innovation; New Product Development and Strategic Alliances. Audrey Gilmore is Professor of Services Marketing at the University of Ulster. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee. David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing. Audrey Gilmore is Professor of Services Marketing at the University of Ulser. Her teaching and research interests are in service marketing and management, SME marketing, management competencies and networking and qualitative research methodologies. She has published in these areas in a variety of marketing journals. Currently she is the Ireland Regional Chair of the Academy of Marketing and on the Academy of Marketing Research Committee. David Carson is Professor of Marketing at the University of Ulster. His research interests lie in marketing for SMEs and service industries, particularly in travel and tourism. He has published widely in these areas. He has wide business experience both in consultency and directorship roles. He is President of the Academy of Marketing.