The Challenge of Teaching Marketing to Small Businesses
Abstract
Looks at the recent development of the teaching of marketing to the owners and managers of small business. Considers the requirements of education of small businesses and the differences that arise. Investigates the attempts of the marketing group of the University of Ulster, Northern Ireland, to meet these requirements. Concludes that success for marketing educators can only be achieved by practising marketing in the design and conduct of their programmes.
Keywords
Citation
Carson, D.J. (1985), "The Challenge of Teaching Marketing to Small Businesses", European Journal of Marketing, Vol. 19 No. 5, pp. 42-53. https://doi.org/10.1108/EUM0000000004736
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited