SME Marketing Networking: A Strategic Approach

SME Marketing Networking: A Strategic Approach

“Giving connects two people, the giver and the receiver, and this connection gives birth to a new sense of belonging.”- By Deepak Chopra

‘Networking is marketing. Marketing yourself, your uniqueness, what you stand for,’ By Christine Lynch

A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context.

SME networking should be analysed using the structural, relational and usage dimensions associated with network frameworks. We have to examine marketing network processes (MNPs) that are investigated through the use of network behaviour for SME management. The development of a thematic approach in viewing a network as a strategic analytical construct allowed these MNPs to be studied in relation to the specific theme chosen and how they do their strategic marketing.

The focus should be on the use of SME network activities in relation to strategic marketing, to gain an in-depth understanding of the nature and role of strategic marketing networks in SMEs during a time of environmental change.