Successful brand management in SMEs: a new theory and practical hints

Author:

Krake Frank B.G.J.M.

Publisher

Emerald

Subject

Management of Technology and Innovation,Marketing

Reference20 articles.

1. A study of entrepreneurial brand building in the manufacturing sector in the UK

2. Cohen, W.A. and Stretch, S.M. (1989), “Problems in Small business marketing as perceived by owners”, Proceedings of Research Symposium on the Marketing/Entreneurship Interface, Chicago, IL, pp. 429‐32.

3. Gillinsky, A. Jr, Stanny, E., McCline, R.L. and Eyler, R. (2001), “Does size matter? An empirical investigation into the competitive strategies of the small firm”, Journal of Small Business Strategy, Vol. 12 No. 2, pp. 1‐13.

4. Methodologies For Research at the Marketing/Entrepreneurship Interface

5. A multidimensional study of the key determinants of effective SME marketing activity: Part 1

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