The Role of Structured Marketing Information in SMEs’ Decision-Making

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

Chapter 6 in Entrepreneurial Marketing for SMEs, 2015, pp 89-103 from Palgrave Macmillan

Abstract: Abstract Marketing decisions are critical to firms’ business success. However, competitive markets are characterised by asymmetry of information; therefore, the level of uncertainty of firms’ outcomes when operating in a market makes it difficult to make the right decisions. Firms need information to support their decision-making.

Keywords: Small Business; Marketing Strategy; Market Orientation; Entrepreneurial Orientation; Corporate Entrepreneurship (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_6

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DOI: 10.1057/9781137532589_6

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