Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence

Abstract

Discusses some of the features of small firms and emphasizes that business proprietors have a different approach to marketing than do marketing managers in large concerns. Examines some empirical evidence which showed about two‐thirds of small firms had a nonmarketing approach, almost a third were implicit marketers while very few were sophisticated marketers. Surmises that small firms require a high level of simplicity in their marketing approach if it is to be successful.

Citation

Carson, D. and Cromie, S. (1990), "Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence", Journal of Consumer Marketing, Vol. 7 No. 3, pp. 5-18. https://doi.org/10.1108/EUM0000000002578