Marketing of innovation : the case of a Welsh SME in the ICT sector
This study investigates the marketing of software products and services in small and medium enterprises (SMEs). Due to the nature of software products' intangibility and the high failure rate of small high tech organisations, the study incorporates the concept of Relationship Marketing (RM) and...
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Bangor University
2008
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.488856 |