Marketing communication in SMEs: a comparison between Italian and English firms

Journal title MERCATI E COMPETITIVITÀ
Author/s Carmela Tuccillo, Alfonso Siano
Publishing Year 2014 Issue 2014/2 Language Italian
Pages 25 P. 103-127 File size 143 KB
DOI 10.3280/MC2014-002006
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Despite the rich literature concerning the small and medium enterprises (SMEs), few studies have investigated the role of marketing and communication in this type of firms. In order to fill this gap, the paper concerns an empirical research on the organization of the marketing and communication in the SMEs, through an analysis of Italian and English firms, useful to recognize similarities and differences between the two samples. The results of the survey show that SMEs are beginning to recognize the importance of marketing and communication with a massive use of the activities related to them. However, there are differences in the approach to marketing and communication dictated by intrinsic characteristics of these firms e.g. sector, size, etc. This paper compared to previous studies, explore marketing and communication strategies using an empirical research.

Keywords: Marketing, communication, SMEs, Italian firms, English firms, cluster Analysis

  1. Bhide A. (1994). How entrepreneurs craft strategies that work. Harvard Business Review, 72, 2: 150-161.
  2. Blankson C., Motwani J.G., Levenburg N.M. (2006). Understanding the patterns of market orientation among small businesses. Marketing Intelligence & Planning, 24, 6: 572-590, DOI: 10.1108/02634500610701663
  3. Lilien G.L., Kotler P., Moorthy K.S. (1992). Marketing Models. Englewood Cliffs, NJ: Prentice-Hall.
  4. Mendham S., Bannock G. (1982). Small business and economic change. Paper presented at the International Congress on Small Business. Malaga, Spain.
  5. Marchini I. (1987). Attualità, specificità, strategie delle piccole e medie imprese. Finanza, Marketing e produzione, 1: 67-68.
  6. Marchini I. (1997). Il difficile rapporto tra piccola impresa e marketing: lo stato delle conoscenze. Piccola impresa, 1: 3-12.
  7. Marini D. (2005). Come far crescere le piccole imprese. Il Sole24Ore, Milano del 16 marzo.
  8. Mattiacci A., Cecotti F. (2005). Lo sviluppo del marketing nella PMI: riflessioni a margine di un’esperienza d’impresa. Micro & Macro Marketing, XIV, 1: 65-106.
  9. Mauri C. (2011). Marketing per le PMI. Milano; Egea, DOI: 10.1431/1990
  10. McCartan-Quinn D., Carson D. (2003). Issues which Impact upon Marketing in the Small Firm. Small Business Economics, 21, 2: 201-231, DOI: 10.1023/A:1025070107609
  11. Morris M., Lewis P.S. (1995). The determinants of entrepreneurial activity implications for marketing. European Journal of Marketing, 29, 7: 31-48, DOI: 10.1108/03090569510094991
  12. Nwankwo S., Gbadamosi A. (2011). Entrepreneurship Marketing. Principles and Practice of SME marketing. Routledge.
  13. O’Dwyer M. (2009). Marketing the SME. Innovation and Approach. Cambridge Scholars Publishing.
  14. O’Dwyer M., Gilmore A., Carson D. (2009). Innovative marketing in SMEs. European Journal of Marketing, 43: 46-61.
  15. Pacitto J.C., Bizeul P.A.J., Bizeul P. (2007). Marketing in medium-sized manufacturing firms: The state-of-the-art in France and in Quebec. International Entrepreneurship Management Journal, 3: 29-50, DOI: 10.1007/s11365-006-0016-x
  16. Pencarelli T., Cioppi M. (2008). La comunicazione di marketing nelle piccole e medie imprese. Alcune evidenze empiriche. Proceedings of the 8th International Conference on Marketing Trends. Venice, Italy, January.
  17. Reynolds P.L. (2002). The Need for a New Paradigm for Small Business Marketing? – What is Wrong with the Old One?. Journal of Research in Marketing & Entrepreneurship, 4, 3: 191-205, DOI: 10.1108/14715200280001471
  18. Scase R., Goffee R. (1982). The Entrepreneurial Middle Class. London: Croom Helm.
  19. Schollhammer H., Kuriloff A. (1979). Entrepreneurship and Small Business Management. New York: John Wiley.
  20. Siano A., Vollero A., Siglioccolo M. (2013). Corporate communication management: A framework based on decision making with reference to communication resources. Journal of Marketing Communications, 1-16.
  21. Simpson M., Taylor N. (2002). The Role and Relevance of Marketing in SMEs: towards a new model. Journal of Small Business and Enterprise Development, 9, 4: 370-382, DOI: 10.1108/14626000210450559
  22. Siu W., Kirby D.A. (1998). Approaches to Small Firm Marketing. A Critique. European Journal of Marketing, 32, 1/2: 40-60, DOI: 10.1108/03090569810197417
  23. Steinhoft D. (1978). Small Business Management Fundamentals. Maidenhead: Mc-Graw-Hill.
  24. Stokes D. (2000). Putting entrepreneurship into marketing: the processes of entrepreneurial marketing. Journal of Research in Marketing and Entrepreneurship, 2, 1: 1-16, DOI: 10.1108/14715200080001536
  25. Vecchiato G. (2005). Relazioni Pubbliche: valore che crea valore. Milano: FrancoAngeli.
  26. Vescovi T., Gazzola P. (1996). Strutture e uso degli strumenti di marketing e comunicazione nelle imprese del Regno Unito. Primi risultati di una ricerca europea. Atti del V° Convegno Internazionale Le tendenze del Marketing in Europa, Venezia: 1-20.
  27. Welsh J.A., White J.F. (1981). A small business is not a little big business. Harvard Business Review (July-August):18-32.
  28. Zappa G. (1957). Le produzioni nell’economia dell’impresa. Milano: Giuffrè.
  29. Kitchen P.J., Schultz D.E. (2000). A response to theoretical concept or management fashion. Journal of Advertising Research, 40, 5: 17-21.
  30. Kirby D.A., Travis L. (1995). Marketing and the Small Service business: Solecitors practices in England. Research at the Marketing/Entrepreneurship Interface. University of Illinois at Chicago, Conference proceedings: 71-94.
  31. Hogarth-Scott S., Watson K., Wilson N. (1996). Do small businesses have to practice marketing to survive and grow?. Marketing Intelligence & Planning, 14, 1: 6-18, DOI: 10.1108/02634509610106197
  32. Hill J. (2001b). A Multidimensional Study of the Key Determinants of Effective SME Marketing Activity: Part 2. International Journal of Entrepreneurial Behaviour & Research, 7, 6: 211-235, DOI: 10.1108/EUM0000000006538
  33. Hill J. (2001a). A Multidimensional Study of the Key Determinants of Effective SME Marketing Activity: Part 1. International Journal of Entrepreneurial Behaviour & Research, 7, 5: 171-204, DOI: 10.1108/EUM0000000006006
  34. Guercini S. (2005). Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d’impresa. Mercati e Competitività, 1, DOI: 10.1400/41140
  35. Golinelli G.M. (1992). “I problemi strategici delle imprese minori”, Sinergie, 27.
  36. Gilmore A., Carson D., Rocks S. (2006). Networking in SMEs: Evaluating its Contribution to Marketing Activity. International Business Review, 15: 278-293, DOI: 10.1016/j.ibusrev.2006.02.003
  37. Fortezza F. (2007). Importanza ed elementi di criticità del marketing strategico nelle PMI. In Piccola Impresa/Small Business, 2.
  38. Fillis I. (2002). Small Firm Marketing Theory and Practice: Insights from the Outside. Journal of Research in Marketing & Entrepreneurship, 4, 2: 134-157, DOI: 10.1108/14715200280001469
  39. Cozzi G., Ferrero G. (2000). Marketing: principi, metodi e tendenze evolutive. Torino: Giappichelli Editori.
  40. Cozzi G. (1985). Il marketing nelle piccole e medie imprese. In L’economia delle piccole e medie imprese industriali. Atti del Convegno Aidea, Urbino, Bologna: Editrice Clueb.
  41. Corbetta P. (1999). Metodologia e tecniche della ricerca sociale. Bologna: il Mulino.
  42. Confalonieri M. (1998). Lo sviluppo e la dimensione dell’impresa. Torino: Giappichelli.
  43. Cohn T., Lindbore R.A. (1972). How marketing is different in small companies. An American Management Association Management Briefing. American Management Association.
  44. Carson D., Cromie S., McGowan P., Hill J. (1995). Marketing and Entrepreneurship in SMEs: An Innovative Approach. Prentice Hall.
  45. Carson D., Coviello N. (1996). Qualitative Research Issues at the Marketing/ Entrepreneurship Interface. Marketing Intelligence and Planning, 14, 6: 51-8, DOI: 10.1108/02634509610131162
  46. Carson D. (1990). Some exploratory models for assessing small firms’ marketing performance (a qualitative approach). European Journal of Marketing, 24, 11: 25-27, DOI: 10.1108/03090569010006056
  47. Carson D.J., Cromie S. (1989), Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence. Journal of Marketing Management, 5, 1: 33-49, DOI: 10.1080/0267257X.1989.9964086
  48. Carson D. (1985), The evolution of marketing in small firms. Marketing and Small Business (special issue). European Journal of Marketing, 19, 5, DOI: 10.1108/EUM0000000004739
  49. Broom H.N., Longenecker J., Moore C.W. (1983). Small Business Management: Cincinnati, Ohio: South Western Publishing Co.
  50. Boldizzoni D., Serio L. (1996). Il fenomeno della piccola impresa, una prospettiva pluridisciplinare. Milano: Guerini e Associati.

  • Is family business beautiful? Evidence from Italian stock market Daniela Venanzi, Ottorino Morresi, in Corporate Ownership and Control /2010 pp.173
    DOI: 10.22495/cocv7i3c1p2
  • Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms Andrea Buratti, Giancarlo Ferrero, in MERCATI & COMPETITIVITÀ 4/2017 pp.151
    DOI: 10.3280/MC2017-004008

Carmela Tuccillo, Alfonso Siano, Il marketing e la comunicazione nelle piccole e medie imprese: uno studio comparativo tra imprese italiane ed inglesi in "MERCATI E COMPETITIVITÀ" 2/2014, pp 103-127, DOI: 10.3280/MC2014-002006