Introduction

Luca Cacciolatti and Soo Hee Lee
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Luca Cacciolatti: University of Westminster
Soo Hee Lee: University of Kent

Chapter 1 in Entrepreneurial Marketing for SMEs, 2015, pp 1-5 from Palgrave Macmillan

Abstract: Abstract In your everyday life, you might have encountered products or services that were not provided by large corporations. While you might have purchased a well-known brand of soft drink from a small coffee shop, the shop might have been run by a family or by an entrepreneur. Likewise, you might have gone to a small bakery and have purchased some stone-baked bread. Again, this business was not run by a multinational, but by an entrepreneur or a family.

Keywords: Small Business; Large Organisation; Marketing Practice; Small Business Owner; Opportunity Identification (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-53258-9_1

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DOI: 10.1057/9781137532589_1

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