Retailing and SME marketing

Mee-Leing Ooi, Hiao-Pei (Sophie) Yang

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Retailing as ‘business activities involved in selling goods and services to consumers for their personal, family, or household use’, could either have a single shop or chains with more than one outlet. Omni-channel retailing offers Small and Medium Enterprises (SME) retailers new routes for interaction with their customers, such as via social media, providing SMEs valuable customer opinions on products as well as improving additional support and customer service. Strategic marketing planning is a vital process in order for firms to achieve their marketing objectives, while this is often lacking in SMEs. Researchers also suggested that knowledge exchange in place management between various stakeholders of High Streets can help inform offline SME retailers the identification of new marketing strategic objectives, project planning, and delivery. SMEs, as the pillar of the UK economy, contribute to the country growth in terms of employment, wealth creation, and poverty reduction.
Original languageEnglish
Title of host publicationEntrepreneurship Marketing
Subtitle of host publicationPrinciples and Practice of SME Marketing
EditorsSonny Nwankwo, Ayantunji Gbadamosi
PublisherRoutledge
Chapter12
Pages189-201
Number of pages13
Edition2
ISBN (Electronic)9780429505461
Publication statusPublished - 18 Mar 2020

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