Sustainable Management of Events in a Experiential Perspective

di Gian Luca Gregori, Tonino Pencarelli, Valerio Temperini, Simone Splendiani and Fabio Forlani

in The Experience Logic as a New Perspective for Marketing Management (Pencarelli T., Forlani F., Eds) Springer, 2018

41GlBSjXmJL._SX351_BO1,204,203,200_

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ABSTRACT

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SMEs and Marketing: A Systematic Literature Review

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

in International Journal of Management Reviews

ABSTRACT

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

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.

ABSTRACT

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.