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Value Propositions: How to Build SMEs’ Offering

In: Entrepreneurial Marketing for SMEs

Author

Listed:
  • Luca Cacciolatti

    (University of Westminster)

  • Soo Hee Lee

    (University of Kent)

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’.

Suggested Citation

  • Luca Cacciolatti & Soo Hee Lee, 2015. "Value Propositions: How to Build SMEs’ Offering," Palgrave Macmillan Books, in: Entrepreneurial Marketing for SMEs, chapter 8, pages 116-149, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-53258-9_8
    DOI: 10.1057/9781137532589_8
    as

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