Discusses some of the features of small firms and emphasizes thatbusiness proprietors have a different approach to marketing than domarketing managers in large concerns. Examines some empirical evidencewhich showed about twothirds of small firms had a nonmarketingapproach, almost a third were implicit marketers while very few weresophisticated marketers. Surmises that small firms require a high levelof simplicity in their marketing approach if it is to be successful.
Journal of Consumer Marketing – Emerald Publishing
Published: Mar 1, 1990
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