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European Journal of Marketing

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 June 1991

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited