Value Propositions: How to Build SMEs’ Offering

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

Chapter 8 in Entrepreneurial Marketing for SMEs, 2015, pp 116-149 from Palgrave Macmillan

Abstract: Abstract Marketing developed in the second half of the nineteenth century. Several models were proposed over time by researchers in universities, in order to understanding how marketing works. Amongst the most common models are the 4 Ps of marketing, which was extended to 7 Ps for an industrial context, the 7 Cs of communication, and so on. You have already studied these in modules like introduction to marketing or marketing communications. Some extensions of these models are often taught in universities in modules like international marketing, marketing strategy or marketing management. Within the SME context, we could talk about the 4 Ps; however, it would be restrictive and a bit too rigid when looking at the loose and unstructured marketing that characterises SMEs. With SMEs, it is more appropriate to talk about ‘value propositions’.

Keywords: Segmentation Method; Supply Chain Management; Cognitive Style; Market Segment; Customer Relationship Management (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_8

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DOI: 10.1057/9781137532589_8

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