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Do small businesses have to practise marketing to survive and grow?

Sandra Hogarth‐Scott (University of Bradford Management Centre, Bradford, UK)
Kathryn Watson (University of Bradford Management Centre, Bradford, UK)
Nicholas Wilson (University of Bradford Management Centre, Bradford, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 1996

10424

Abstract

Addresses the relevance of marketing principles and how marketing should be practised in very small or micro firms by studying new start businesses in the West Yorkshire area. Reports qualitative research findings from in‐depth interviews with a sample of 18 small business founders using simple content analysis and case study techniques. Addresses specific topics including customers and customer focus; competitive advantage and positioning; marketing communications; marketing planning and strategy; and key issues involved in business growth and development. Concludes with a summary of how marketing is practised in small businesses, based on the research findings; an examination of marketing in different types of businesses; and recommendations on how marketing can help small businesses improve performance and achieve growth.

Keywords

Citation

Hogarth‐Scott, S., Watson, K. and Wilson, N. (1996), "Do small businesses have to practise marketing to survive and grow?", Marketing Intelligence & Planning, Vol. 14 No. 1, pp. 6-18. https://doi.org/10.1108/02634509610106197

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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