You don't know what you don't know

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You don't know what you don't know

Show simple item record Dyer, Philip 2017-06-05T19:54:46Z 2017-06-05T19:54:46Z 2015
dc.identifier.issn ISSN 1647-1989
dc.description.abstract SME’s are often launched by individuals that may not have intended to run a business. The greater proportions of those SME’s were launched in order to secure revenue whilst controlling personal destiny. Consequently, marketing knowledge under these circumstances is often rudimentary or worse non-existent. It becomes distilled to a single purpose of advertising - circumventing other valuable associated marketing disciplines. As a result, expensive errors occur where there is a lack of alignment with pricing, product availability, customer service, etc. Primarily, digital communications are popularly presented as the panacea; the assumption of a strategy exists only secondary to this. Effective communications are organised around a requirement to deliver a message to an audience, not being able to position and target the most appropriate audience often results in expensive mistakes because of the lack of marketing knowhow. As such, this approach to marketing communications is a contributory factor to the level of business failures in the UK (Watkins 2014).  pt
dc.format application/pdf
dc.language.iso eng pt
dc.publisher CIGEST pt
dc.rights openAccess
dc.subject PME pt
dc.subject SME pt
dc.subject MARKETING pt
dc.subject NOVOS MEDIA pt
dc.subject NEW MEDIA pt
dc.subject COMUNICAÇÃO pt
dc.subject COMMUNICATION pt
dc.title You don't know what you don't know pt
dc.type article pt

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