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Relationship Marketing in High Technology Based SMEs: A Customer Perspective

Juli James, Jonathan Deacon, Louisa Huxtable-Thomas Orcid Logo

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, Pages: 413 - 425

Swansea University Author: Louisa Huxtable-Thomas Orcid Logo

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Abstract

This chapter builds upon work by Parry et al (2011) to develop an understanding of marketing and customer relationships in software SMEs. Based on primary research undertaken in Wales (UK),

Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
ISBN: 978-3-319-11814-7 978-3-319-11815-4
ISSN: 2363-6165 2363-6173
Published: 2016
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa33857
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Abstract: This chapter builds upon work by Parry et al (2011) to develop an understanding of marketing and customer relationships in software SMEs. Based on primary research undertaken in Wales (UK),
Keywords: Relationship marketing, Entrepreneurial marketing, SMEs, customer perspective, high-technology
College: Faculty of Humanities and Social Sciences
Start Page: 413
End Page: 425