Marketing Effectiveness and Accountability in SMEs: A Multimethodological Approach

Preface
Acknowledgements
Contents
About the Author
List of Figures
List of Tables
1 Introduction
	Introduction
	SMEs and Effective Marketing
	COVID-19 Pandemic and the SMEs
	Rationale and Importance of Book
	Approach Used to Develop the Manuscript
	Organization of the Manuscript
	Who Should Read This Book?
	Lessons Learnt
	Synopsis on Book Chapters
		Chapter 1—Introduction
		Chapter 2—Marketing Accountability with Applications and Implications for SMEs
		Chapter 3—Knowledge in Marketing Effectiveness with Applications and Implications for SMEs
		Chapter 4—A Qualitative Inquiry into Marketing Effectiveness of SMEs
		Chapter 5—Marketing Capabilities, Efficiency, and the Digital Link to SME Performance
		Chapter 6—Marketing Effectiveness in a Successful SME: The Case of Point Global Marketing Limited
		Chapter 7—Synthesis, Lessons Learnt, and Practice of Marketing Effectiveness and Accountability in SMEs
		Chapter 8—Conclusion and Way Forward
	Closing Thoughts
	References
2 Marketing Accountability with Applications and Implications for SMEs
	Introduction
	Marketing Effectiveness
	The Issue of Marketing Accountability
	Common Marketing Language and the Bottom-Line
	An Approach to Marketing Accountability
	Accounting for Intangibles in Marketing
	The Call for Accountability in Marketing
	Marketing Accountability in the SMEs
		Marketing Mix Accountability in SMEs
		Cash Flow Accountability in SMEs
		Social Media Accountability Marketing in SMEs
		General Marketing Accountability in SMEs
		Effective Marketing with Small Budgets and Applications for the SMEs
			Drive Business Strategy with Brand Strategy (Guidelines)
			Clarify Brand Identity (Guidelines)
			Use Brand Identity-Building to Create the Visibility of the Brand (Guidelines)
			Involve Customers in Brand-Building Experience (Guidelines)
	Closing Thoughts
	References
3 Knowledge in Marketing Effectiveness with Applications and Implications for SMEs
	Introduction
	Marketing Knowledge
		Applying Marketing Knowledge to Marketing Effectiveness: The Rossiter Framework
			Marketing Concepts
			Structural Frameworks
			Strategic Principles
			Research Principles
			Empirical Generalizations
		Applying a Marketing Knowledge Approach to Marketing SMEs
			From Sales Obsession to Marketing Effectiveness (Kotler, 1977)
			Impact of Marketing Effectiveness and Capabilities, and Export Market Orientation on Export Performance: Evidence from Turkey (Kayabasi & Mtetwa, 2016)
			Board Gender Composition and Marketing Effectiveness in the Female Consumer Market in Zimbabwe (Mugwati & Bakunda, 2019)
			A Renewed Approach to Services Marketing Effectiveness (Da Gama, 2011a)
			Marketing Effectiveness and Its Precursors (Tuan, 2012)
			An Expanded Model of Marketing Performance (Da Gama, 2011b)
	Customer Knowledge
		Knowledge for Customer
		Knowledge About Customer
		Knowledge from Customer
	Linking Customer Knowledge to Marketing Effectiveness
		Practical Approach in Using Customer Knowledge to Drive Marketing Effectiveness in the SMEs
	Marketing and Customer Knowledge Combined for Effective Marketing of the SMEs
	Concluding Thoughts
	References
4 A Qualitative Inquiry into Marketing Effectiveness of SMEs
	Introduction
	Marketing Effectiveness
	Method
	Results and Discussion
		Customer Philosophy
			Customer Satisfaction
			Customer Value
			Customer Service
			Customer Empoawerment
		Marketing Information
			Market Intelligence (External)
			Market Intelligence (Internal)
		Strategic Orientation
			Strategic Planning
			Transformation Strategy
			Image Building Strategy
			Porter’s Generic Strategies
			Value Proposition Strategy
		Marketing Efficiency
			Profit Optimizing
			Quick Reaction
		Integrated Marketing Organization
			Marketing Leadership
			Collaboration
		Digital Marketing and Data Analytics
			Digital Channels
			Marketing Analytics
	Closing Thoughts
	References
5 Marketing Capabilities, Efficiency and the Digital Link to SME Performance
	Introduction
	The Resource Based View of the Firm
	Marketing Efficiency
	Digital Marketing and Data Analytics
	Firm Performance
	Developing the Model
	Selective Review of Literature
		Customer Philosophy and Marketing (Operational) Efficiency
		Marketing Information and Marketing (Operational) Efficiency
		Strategic Orientation and Marketing (Operational) Efficiency
		Integrated Marketing Organization and Marketing (Operational) Efficiency
		Marketing (Operational) Efficiency and SME Performance
		Marketing (Operational Efficiency),  Digital Marketing, and Data Analytics
		Digital Marketing, Data Analytics, and SME Performance
		The Relationship Between Marketing (Operational) Efficiency and SME Performance Mediated by Digital Marketing and Data Analytics
			Establishing Mediation
	Method
		Instrument and Measures
		Pilot
			Scale Reliability
			Normality
			Test for Associations
		Sample
	Data Analysis and Results
		Outer (Measurement) Model
		Inner (Relationship) Model
		Testing for Mediation
	Discussion and Implications
	Closing Thoughts
	References
6 Marketing Effectiveness in a Successful SME: The Case of Point Global Marketing Limited
	Introduction
	The Local Environment
	The Case
		Origin and Growth of the Firm
		Services
		Overall Strategy
		Structure and Staff
		Corporate Governance
		Annual Sales
		Market Segmentation
		Marketing Effectiveness at Point Global Marketing Limited
			Customer Philosophy
			Integrated Marketing Organization
			Marketing Information
			Strategic Orientation
			Marketing Efficiency
			Digital Marketing and Data Analytics
		Effective Marketing with Small  Budgets at Point Global Marketing Limited
			Drive Business Strategy with Brand Strategy
			Clarify Brand Identity
			Use Identity Brand-Building to Create Visibility of Brand
			Involve Customers in Brand-Building Experience
		Auditing Marketing Effectiveness at Point Global Marketing
	Closing Thoughts
	References
7 Synthesis, Lessons Learnt, and Practice on Marketing Effectiveness and Accountability in SMEs
	Introduction
	Synthesis
	Lessons Learnt and Practice
		Successful SMEs Embrace a Customer Philosophy That Addresses Customer Satisfaction, Customer Value, Customer Service, and Customer Empowerment
		Successful SMEs Are Focused on Both Internal and External Market Intelligence
		Successful SMEs Undertake Formal Strategic Planning and Deploy Transformational Strategies, Image Building Strategies, Value Propositional Strategies, and Porter’s Generic Strategies
		Successful SMEs Sought to Improve Marketing Efficiency Through Profit Optimizing and Quick Reactions
		Successful SMEs Are Focused on Marketing Leadership and Collaboration for Attaining an Integrated Marketing Organization
		Successful SMEs Are Focused on Digital Channels and Marketing Analytics in Their Digital Strategy
		The Capabilities of Marketing Information, Strategic Orientation, and Integrated Marketing Organization Are Drivers of Marketing Efficiency in Successful SMEs
		Marketing Efficiency Is a Key Driver of SME Performance and Further Improvement in Performance Requires a Digital Strategy Enabled by My Digital Marketing and Data Analytics
		SMEs Can Look to the Knowledge in Marketing Emanating from Both Scholarly and Applied Research for Building and Maintaining a Programme of Marketing Effectiveness and Accountability
		Monitoring the Business on Metrics Developed on Customer Philosophy, Integrated Marketing Organization, Marketing Information, Strategic Orientation, and Marketing Efficiency Can Be Done for Improving Marketing Accountability of the SMEs
		Marketing Effectiveness of the SMEs Can Be Improved by Enabling and Managing Knowledge from the Customer, Knowledge for the Customer, and Knowledge About the Customer
		Marketing of the SMEs Is Not Always About the 4Ps but Can Be Built on Creating and Delivering Value for the Product to Market Itself
	Closing Thoughts
	References
8 Conclusion and Way Forward
	Introduction
	Conclusion
		Knowledge in Marketing
		Marketing Accountability Programme
		Marketing Efficiency
		B2B Model of Repeat Business for Growth
		Hampering Implementation
		Management Support
	Way Forward
	Final Thoughts
	References
Index