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Published in:
2016 | OriginalPaper | Chapter
Relationship Marketing in High Technology Based SMEs: A Customer Perspective
Authors : Juli James, Jonathan Deacon, Louisa Huxtable-Thomas
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
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Abstract
There has been much research already conducted with regard to Small to Medium Enterprises (SMEs) technology companies and their management techniques; however there is still a lack of studies focusing more specifically on relationship marketing in high-technology based SMEs. This study looks to expand the research carried out by Parry et al. (2011), which looked to develop an understanding of marketing and customer relationships in software SMEs. This paper will look most specifically at the clients of a high-technology based SME from South Wales as the importance of customer relationships in this context.