You don't know what you don't know
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Data
2015
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CIGEST
Resumo
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).
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Palavras-chave
PME, SME, MARKETING, NOVOS MEDIA, NEW MEDIA, COMUNICAÇÃO, COMMUNICATION