The Housing Market: Marketing Strategies Used by SME’s in the UK and China.
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 sha...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/25336/ |
| _version_ | 1848792961012203520 |
|---|---|
| author | Wells, Lydia |
| author_facet | Wells, Lydia |
| author_sort | Wells, Lydia |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T18:52:43Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-25336 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:52:43Z |
| publishDate | 2011 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-253362018-02-16T20:13:04Z https://eprints.nottingham.ac.uk/25336/ The Housing Market: Marketing Strategies Used by SME’s in the UK and China. Wells, Lydia 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. 2011-10-07 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/25336/1/Dissertation_Final_Version.pdf Wells, Lydia (2011) The Housing Market: Marketing Strategies Used by SME’s in the UK and China. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Wells, Lydia The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title | The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title_full | The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title_fullStr | The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title_full_unstemmed | The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title_short | The Housing Market: Marketing Strategies Used by SME’s in the UK and China. |
| title_sort | housing market: marketing strategies used by sme’s in the uk and china. |
| url | https://eprints.nottingham.ac.uk/25336/ |