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New Digital Media Marketing and Micro Business: A UK Perspective
Abstract
This paper considers innovative marketing within the context of a micro firm, exploring how such firm’s marketing practices can take advantage of digital media. Factors that influence a micro firm’s innovative activities are examined and the development and implementation of digital media in the firm’s marketing practice is explored. Despite the significance of marketing and innovation to SMEs, a lack of literature and theory on innovation in marketing theory exists. Research suggests that small firms’ marketing practitioners and entrepreneurs have identified their marketing focus on the 4Is. This paper builds on knowledge in innovation and marketing and examines the process in a micro firm. A qualitative approach is applied using action research and case study approach. The relevant literature is reviewed as the starting point to diagnose problems and issues anticipated by business practitioners. A longitudinal study is used to illustrate the process of actions taken with evaluations and reflections presented. The exploration illustrates that in practice much of the marketing activities within micro firms are driven by incremental innovation. This research emphasises that integrating Information Communication Technologies (ICTs) successfully in marketing requires marketers to take an active managerial role far beyond their traditional areas of competence and authority.
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