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- View the Talks
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48 min
1. What is marketing?- Prof. Michael J. Baker
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36 min
2. 4 traits of successful marketers- Mr. Drew Neisser
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21 min
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13 min
4. Promotional marketing- Mr. Roddy Mullin
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18 min
5. B2B data-driven marketing- Prof. Ruth P. Stevens
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42 min
6. The marketing environment- Dr. James Blythe
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22 min
7. Consumer behaviour- Prof. Gillian Hogg
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59 min
8. Organisational buyer behaviour- Prof. Peter Naudé
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41 min
9. The marketing mix- Prof. Michael J. Baker
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47 min
10. Research for marketing- Prof. Michael J. Baker
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61 min
11. Channels of distribution- Prof. Anne Marie Doherty
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23 min
12. Market segmentation - a fundamental concept of marketing- Prof. Malcolm McDonald
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51 min
13. Product strategy and management- Prof. Michael J. Baker
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60 min
14. New product development- Prof. Keith Goffin
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41 min
15. Branding and brand management- Prof. T.C. Melewar
- Dr. Sharifah Faridah Syed Alwi
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39 min
16. Pricing and price policy- Dr. James Blythe
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54 min
17. Channel management 1- Mr. Julian Dent
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56 min
18. Channel management 2- Mr. Julian Dent
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39 min
19. Integrated marketing communications- Prof. Philip J. Kitchen
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20 min
20. Sales promotion- Mr. Roddy Mullin
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51 min
21. Sales and sales management- Dr. James Blythe
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39 min
22. The Evolution of CRM- Mr. Neil Woodcock
- Prof. Merlin Stone
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45 min
23. Public relations- Dr. James Blythe
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45 min
24. Profit - the role of world class strategic marketing planning- Prof. Malcolm McDonald
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21 min
25. Services marketing- Prof. Adrian Palmer
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59 min
26. International marketing- Prof. Kevin Ibeh
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31 min
27. An introduction to social marketing- Prof. Andrew McAuley
- Dr. Sharyn Rundle-Thiele
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15 min
28. Relationship marketing- Dr. John Egan
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40 min
29. The scope and nature of retail marketing- Prof. Steve Burt
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17 min
30. Stakeholders- Dr. John Egan
- Archived Lectures *These may not cover the latest advances in the field
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38 min
31. Mass communications- Prof. Douglas West
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47 min
32. Marketing and the internet- Dr. Jim Hamill
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51 min
33. Marketing for nonprofit organisations- Prof. Walter Wymer
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36 min
34. Marketing for SMEs- Prof. Audrey Gilmore
Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Small to medium sized enterprises (SMEs)
- Background
- Definitions of SMEs
- SME marketing characteristics
- Different from large businesses
- SME limitations
- Limited impact
- SME owner-managers and entrepreneurs
- Owner-managers and entrepreneurs
- Owner-managers and entrepreneurs roles
- Definition of entrepreneur
- Entrepreneurial behaviour
- Entrepreneurs
- Definition of owner-managers
- Owner-managers
- Understanding marketing for SMEs
- Marketing for SMEs
- Adapting standard textbook frameworks (1)
- Adapting standard textbook frameworks (2)
- SMEs product
- Product focus
- Successful SMEs product focus
- SMEs pricing
- Pricing
- Cash flow
- SMEs delivery / distribution
- SMEs selling / promotion
- SMEs customer service
- SMEs use of e-technology
- E-marketing activities
- E-marketing challenges for SMEs
- Summary: marketing activities for SMEs
- Marketing by networking
- Networking
- SME marketing by networking
- Owner-managers influence
- Purpose of networking
- Marketing by networking
- Influences on SME networking
- Developing marketing competence
- Managerial competence (1)
- Managerial competence (2)
- Developing experiential learning
- Competency development (1)
- Competency development (2)
- Using innovative marketing where possible
- Innovative marketing
- General misconceptions about innovation
- Innovation in SMEs
- Innovative marketing (1)
- Innovative marketing (2)
- Summary: marketing for SMEs
- SMEs compete by offering
- Successful SMEs
- Further reading
- Thank you for listening
Topics Covered
- Definition of SMEs, SME owner/managers, entrepreneurs
- Marketing for SMEs
- Adapting standard marketing frameworks for SMEs
- Successful SME product focus
- SME pricing issues
- Cash flow
- SME delivery & distribution
- SME selling & promotion
- SME customer service
- SMEs use of e-technology
- E-marketing activities & challenges
- Using networks
- Marketing by networking
- Influences on networking
- Marketing management competencies for SMEs
- Experiential learning and competency development
- Innovative marketing in SMEs
Talk Citation
Gilmore, A. (2012, January 1). Marketing for SMEs [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 24, 2024, from https://hstalks.com/bm/2199/.Export Citation (RIS)
