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European Journal of Marketing

European Journal of Marketing What is the best approach to take when researching marketingplanning in small firms Some of the previous literature, methodologyand characteristics of such research are reviewed. The article concludesthat the most appropriate approach may be exploratory anddescriptive because small firms cannot be neatly defined. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

European Journal of Marketing

Marketing Intelligence & Planning , Volume 9 (6): 3 – Jun 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/EUM0000000001104
Publisher site
See Article on Publisher Site

Abstract

What is the best approach to take when researching marketingplanning in small firms Some of the previous literature, methodologyand characteristics of such research are reviewed. The article concludesthat the most appropriate approach may be exploratory anddescriptive because small firms cannot be neatly defined.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jun 1, 1991

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