The monograph Entrepreneurial Marketing for SMEs, is aimed at beginners and experienced academics alike, covering a range of key topics from basic concepts to a more advanced level.
The reader is taken through the key areas of understanding the contemporary challenges of entrepreneurial marketing, including entrepreneurial cognition and learning, the role of structured marketing information in supporting SMEs’ decision making, internationalisation and value propositions.
The monograph is co-authored with Soo Hee Lee and released by Palgrave Macmillan.
About the authors
Luca Cacciolatti is a Senior Lecturer in Marketing at University of Westminster. He is also a visiting professor at University of Science and Technology of China in the People’s Republic of China.
Soo Hee Lee is Professor in Organisation Studies at Kent Business School, University of Kent, and an adjunct professor at the Graduate School of Culture Technology, KAIST. He has published in journal such as Journal of Management Studies and Journal of International Business Studies. More recently he has written on user experience design and digital remediation of art and culture.