The role of marketing in SMEs

by Roberta Bocconcelli, Marco Cioppi, Fulvio Fortezza, Barbara Francioni, Alessandro Pagano, Elisabetta Savelli, Simone Splendiani

IX Convegno SIM (Società Italiana di Marketing), Benevento (Italy), September 20-21, 2012.


The main goal of this paper is to provide an understanding of the most recent efforts by the academic literature in the analysis of the role of marketing in small and medium firms. The review is focused on the recent 2005-2011 literature. A dataset of 269 articles has been set up from 72 selected journals belonging to the small firms/entrepreneurship and to the management/marketing streams. This review shows that this topic received great attention in recent years, even though it has been addressed in a fragmented way.



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