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The Challenge of Teaching Marketing to Small Businesses

David J. Carson (University of Ulster)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1985

380

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

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MCB UP Ltd

Copyright © 1985, MCB UP Limited

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