Creative Marketing for SMEs

Globalisation and the increasing impact of technology mean more opportunities for the organisation than ever before. Today creativity is seen throughout the world as an important driver of competitive advantage across a range of industry sectors, from multinational corporations to small enterprises. The author has a strong record of internationally recognized empirical and conceptual research within marketing management on which the tenets of this book are based. Research by the author has extended his earlier work in a move to more closely match meaningful marketing theory with actual marketing practice.