The Housing Market: Marketing Strategies Used by SME’s in the UK and China.

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Wells, Lydia (2011) The Housing Market: Marketing Strategies Used by SME’s in the UK and China. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

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.

Furthermore, there will also be a discussion of the Chinese house market and the concept of guanxi, defining this concept and comparing it to Relationship marketing. I will also be exploring if there appears to be any link between the two and if there is any situation in which both concepts can be applicable to a service oriented SME.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 26 Apr 2012 08:21
Last Modified: 16 Feb 2018 20:13
URI: https://eprints.nottingham.ac.uk/id/eprint/25336

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