A small services firm marketing communications model for SME-dominated environments

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34 Citations (Scopus)

Abstract

This research seeks to explore existing research for marketing management and marketing communications systems for small professional service firms. Further, through primary research methods, it examines the case of construction consultants in Cyprus (CCCs), and it identifies the specific differentiating factors of these firms compared to literature review expectations. Consequently, this research, through the combination and comparison of the literature review and primary research findings, develops a marketing communications (MC) model for small professional services firms in SME dominated environments. This model aims to assist the wider marketing practises of small professional firms having to compete in a rarer type of competitive environment; the SME dominated one. Further, the findings of this research assist such firms to improve their understanding of the marketing communications environment so as to be in a position to develop more effectively and efficiently their marketing communications plan and strategy. Finally, this research will assist governmental departments and professional chambers and associations in improving their comprehension, organization, monitoring, and control of such firms at a collective/industrial level.

Original languageEnglish
Pages (from-to)183-202
Number of pages20
JournalJournal of Marketing Communications
Volume12
Issue number3
DOIs
Publication statusPublished - 1 Sep 2006

Keywords

  • Marketing communications
  • Services
  • Small firms
  • SME

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