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Keywords: Owner-manager
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Journal Articles
Marketing in SMEs: a “4Ps” self-branding model
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International Journal of Entrepreneurial Behavior & Research (2016) 22 (1): 155–174.
Published: 07 March 2016
...Sheilagh Mary Resnick; Ranis Cheng; Mike Simpson; Fernando Lourenço Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role...
