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Introduction

In: Entrepreneurial Marketing for SMEs

Author

Listed:
  • Luca Cacciolatti

    (University of Westminster)

  • Soo Hee Lee

    (University of Kent)

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.

Suggested Citation

  • Luca Cacciolatti & Soo Hee Lee, 2015. "Introduction," Palgrave Macmillan Books, in: Entrepreneurial Marketing for SMEs, chapter 1, pages 1-5, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-53258-9_1
    DOI: 10.1057/9781137532589_1
    as

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