SME buying behaviour : Literature review and an application agenda
(2013)
Journal Article
Ozmen, E., Oner, M., Khosrowshahi, F., & Underwood, J. (2013). SME buying behaviour : Literature review and an application agenda. Marketing Review, 13(2), 207-227. https://doi.org/10.1362/146934713X13699019904768
SMEs have been recognised as important actors of commercial activity, especially in the second half of the 20th century. Although understanding customer potential has been named a top priority among many sectors, we have a limited body of knowledge r... Read More about SME buying behaviour : Literature review and an application agenda.