The Role of Attitude Toward Marketing and Marketing Practice on Marketing Performance: A Theoretical Framework Development for SMEs

DOI

10.2991/aebmr.k.200131.009How to use a DOI?

Keywords

Entrepreneurial Marketing, SME, Marketing Attitude

Abstract

Entrepreneurial marketing is known as implementation marketing in Small Medium sized Enterprises (SMEs). Many scholars investigated the entrepreneurial marketing issue in various contexts and environments. Previous studies found an inadequate marketing practice in SMEs. Then the research results concluded differences marketing practices between large size firms and SMEs. The nature of SME cause the behavior issue such as attitude toward marketing became one element that involve in marketing practice. The objective of this paper is to develop a conceptual model to improve marketing performance. This paper contributes to entrepreneurial marketing literature in exploring the influence of marketing attitude and marketing practice toward marketing performance.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - A.S. Indrapriyatna
AU  - V. Darlis
AU  - V. Verinita
AU  - Y.H. Yeni
PY  - 2020
DA  - 2020/02/07
TI  - The Role of Attitude Toward Marketing and Marketing Practice on Marketing Performance: A Theoretical Framework Development for SMEs
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 37
EP  - 40
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.009
DO  - 10.2991/aebmr.k.200131.009
ID  - Indrapriyatna2020
ER  -