This study investigates the marketing of software products and services in micro and small firms. The nature of the software product means that it is an 'intangible' product. Firms in this study offer both a product and a service software solution which often incorporates projec…
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''This book presents important theoretical developments with regard to research at the Entrepreneurship and Marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive fo…
This book presents important theoretical developments with regard to research at the Entrepreneurship and Marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive form…