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Volume : I, Issue : VII, August - 2011 SME MARKETING IN PRACTICE Dr. V.S. Mangnale,Ms. J.V. Chavan,Mr. A.D. Randive[ DOI : 10.9780/22307850, Published By : Laxmi Book Publication Abstract : Acknowledges that SMEs (small to mediumsized
enterprises) cannot do conventional ma r k e t i n g because of the limitations o
f resourceswhich are inherent to all SMEs and also because SME owner/managers
behave and think differently from conventional marketing decisionmaking
practices in large companies. In this context the discussion focuses on SM
E characteristics and how these impact upon marketingcharacteristics within SMEs
. In a search for ``alternative’’ marketing approaches, the inherent existence of th
e owner/ manager’s ``network’’ in its various guises such as personal contact netw
orks, social networks, business networks and industry and marketing networksand
how these networks are used is considered. Some evidence from an empirical st
udy carried out simultaneously in Westerns
Maharashtra is presented which illustrates how and why networking is used by S
ME owner/managers as a tool or approach for carrying out meaningful marketing. Keywords : Article : Cite This Article : Dr. V.S. Mangnale,Ms. J.V. Chavan,Mr. A.D. Randive[, (2011). SME MARKETING IN PRACTICE. Indian Streams Research Journal, Vol. I, Issue. VII, DOI : 10.9780/22307850, http://oldisrj.lbp.world/UploadedData/394.pdf References : - Andersson, P. and Soderlund, M. (1988), ``The network approach to marketin g’’, Irish Marketing Review, Vol. 1, pp. 63-8.
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