A Buying Behaviour Framework for SMEs

SMEs have been recognized as important actors of commercial activity most specifically since the second half of the 20th century. Although understanding its customer potential has been named a top priority among many sectors, there is a limited body of knowledge regarding the buying behaviour of SME's. Many studies and industry practices frame the context within corporate or individual buying behaviour, however few researchers mention SME's. When mentioned they tend to tie with elitist attributes and consider them as small versions of big enterprises. Studies and industry practices are conformist and assume that SME's buying behaviour consists of nothing but -ignoring impulsive tendencies- 'normative' or 'conservative' typologies. However, the lack of application makes this dichotomy untested, which is also what this book aims to scrutinize.

Dil: Türkçe
ISBN: 9786258012071
Sayfa Sayısı: 234
Boyutları: 16,0 x 23,5 cm
Basım Tarihi: 2021 - Kasım
Konu: Türkçe Kitap - Ekonomi - İktisat Kitapları