The Housing Market: Marketing Strategies Used by SME’s in the UK and China.
Wells, Lydia (2011) The Housing Market: Marketing Strategies Used by SME’s in the UK and China. [Dissertation (University of Nottingham only)] (Unpublished)
I intend to investigate how a SME can survive the UK recession through the use of marketing techniques, focusing specifically on the housing industry through a case study approach of an estate agency firm. My study will place particular emphasis on the topic of Relationship marketing. Moreover I shall compare the similarities and differences of the marketing strategies of this independent service SME to a larger, multiple branch estate agency which is part of a larger firm.
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