CCT+365+-+Annotated+Bibliography

Adams, H. (2005). Marketing success and failure: How far apart are they? //Contracting Business, 62//(9), 54-54,56. Retrieved from []
 * Adams creates an original read as he tells a story about business and success; the customer. As Adams renovates a home has purchased he comes in contact with several business men/ contractor that he potential wants to hire for his job. Through his story there are several lessons that were taught about image, professionalism and value selling; not everything that is cheap is good and if it does not look professional odds are the customer will look past you. Lastly, personalization and customer service; creating an experience for the customer is key, whether it is visiting a website or having a telephone conversation. This is how companies create customer retention. From Adams experiences, an accurate representation of how firms fail to do such elementary actions (a //must read// article).

O'Dwyer, Michele, Audrey Gilmore, and David Carson. "Innovative Marketing in SMEs." //European Journal of Marketing// 43.1/2 (2009): 46-61. Print.
 * In the context of this course, using the media to market in innovative ways proves to be strategically. Looking at multi and transnational corporations, such firms have to money to spend on brilliant as well as risky advertising methods whiles smaller firms may not. The article by O’Dwyer, Gilmore and Carson looks at the specific characteristics of SME’s (small and medium enterprises) which helps to isolate innovative ways of media marketing; alot of this planning is treating SME’s like a large firm by structured and coherent plans therefore planning for SME’s is not about the product or process but about the dynamic environment of the firm and social activities (networking/trade activities). One predominant idea was that the marketing scheme should be able to maximize all benefits for such firms; commonly the change the thinking process of these firms to operate in a competitive environment; making the company uniquely dynamic therefore makes the company have an advantage.