The effectiveness of financing the marketing of small and medium-sized enterprises in Qatar and the Gulf Co-Operation Council (GCC) countries: With a special focus on advertising

Jaber Al Marri, Said Al-Hasan

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter considers whether financing the marketing of small and medium-sized enterprises (SMEs) in Qatar and the Gulf Co-operation Council (GCC) countries has an effect on the advertising of these businesses. The authors investigate the various marketing finance problems facing SMEs and the effect on advertising. The chapter employs quantitative methods to gather and analyze data and the research strategy adopted involved a sequential procedure. In order to answer the research question how effective the financing of marketing of SMEs in the GCC countries is in terms of advertising the general profiles of respondents and businesses, the importance of the marketing department to the business and the marketing capabilities of SMEs were investigated taking into account the financing of the marketing budget.

Original languageEnglish
Title of host publicationBrand Culture and Identity
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Pages1096-1114
Number of pages19
Volume3
ISBN (Electronic)9781522571179
ISBN (Print)9781522571162
DOIs
Publication statusPublished - 1 Jan 2018

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ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Arts and Humanities(all)

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