European Journal of Marketing

Abstract

What is the best approach to take when researching marketing planning in small firms? Some of the previous literature, methodology and characteristics of such research are reviewed. The article concludes that the most appropriate approach may be “exploratory” and “descriptive” because small firms cannot be neatly defined.

Citation

Carson, D. (1991), "European Journal of Marketing", Marketing Intelligence & Planning, Vol. 9 No. 6, pp. 7-9. https://doi.org/10.1108/EUM0000000001104