TY  - JOUR
AB  - Small businesses, usually under owner/ manager control, can suffer
through a lack of knowledge and understanding of marketing planning
practices. Often practices, if they exist at all, are founded on
traditional industry practices and experiences which may not be suitable
when translated into use with small businesses. Often the result is
inadequate marketing and business failure. The need exists to increase
the awareness of small firms to the importance of a planned approach to
marketing and how marketing planning can be improved. From this, the
monograph is concerned with the practical implications of how small
firms actually plan their marketing. To do this, consideration is given
to the characteristics of small firms, descriptions of marketing
planning and the impact on marketing practice. Appropriate marketing
technology transfer is also considered and three levels of transfer
– self‐help information transfer, appreciation‐level marketing
education input, and in‐depth marketing specific to the company used
with small firms are discussed. From this, marketing models are
developed to assess small firms′ marketing planning capability and
performance; and three case examples used to illustrate actual marketing
performance using the models. Conclusions are drawn on these issues from
information gathered from 80 small firms.
VL  - 24
IS  - 11
SN  - 0309-0566
DO  - 10.1108/03090569010006056
UR  - https://doi.org/10.1108/03090569010006056
AU  - Carson David
PY  - 1990
Y1  - 1990/01/01
TI  - Some Exploratory Models for Assessing Small Firms′
Marketing Performance (A Qualitative Approach)
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 8
EP  - 51
Y2  - 2024/04/18
ER  -