Integrated marketing for SMEs in the global marketplace

Wright, Len Tiu, ul-Haq, Rehan and Oktemgil, Mehmet (2006) Integrated marketing for SMEs in the global marketplace. Journal of Direct Data and Digital Marketing Practice, 7 (3). pp. 216-238. ISSN 1746-0166

Abstract

This paper reports research identifying the exporting activities carried out by SMEs based in the UK and evaluates their effectiveness in managing the integration of their marketing activities to take advantage of changes in global markets. The SMEs in the sample are regarded as internationalising because of their continued involvement in existing export markets and their efforts to develop new markets overseas. Statistical techniques are used to analyse questionnaire data and support generalisations. These are drawn from the findings to assist in making recommendations about the integration of marketing and internet activities to support the development of marketing strategies. The findings suggest that many of the SMEs in the sample have not altered their marketing mindsets considerably. There is a prevalence of old-fashioned ways of thinking about the marketing mix and export market development. Conclusions and recommendations are provided.

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