Integrated marketing for SMEs in the global marketplace

  • Len Tiu Wright
  • Rehan ul-Haq
  • Mehmet Oktemgil
Research Article

Abstract

This paper reports research identifying the exporting activities carried out by SMEs based in the UK and evaluates their effectiveness in managing the integration of their marketing activities to take advantage of changes in global markets. The SMEs in the sample are regarded as internationalising because of their continued involvement in existing export markets and their efforts to develop new markets overseas. Statistical techniques are used to analyse questionnaire data and support generalisations. These are drawn from the findings to assist in making recommendations about the integration of marketing and internet activities to support the development of marketing strategies. The findings suggest that many of the SMEs in the sample have not altered their marketing mindsets considerably. There is a prevalence of old-fashioned ways of thinking about the marketing mix and export market development. Conclusions and recommendations are provided.

Keywords

integrating marketing SMEs exporting 

Copyright information

© Palgrave Macmillan 2006

Authors and Affiliations

  • Len Tiu Wright
    • 1
  • Rehan ul-Haq
    • 2
  • Mehmet Oktemgil
    • 3
  1. 1.Department of Marketing, Leicester Business School (Bede Island) De Montfort UniversityLeicester Business School (Bede Island) De Montfort University,LeicesterUK
  2. 2.Lecturer in strategic management at the Birmingham Business School at the University of Birmingham
  3. 3.Director of the Turkey-EU Business Research Centre

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