The Evolution of Marketing in Small Firms

Abstract

Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.

Citation

Carson, D.J. (1985), "The Evolution of Marketing in Small Firms", European Journal of Marketing, Vol. 19 No. 5, pp. 7-16. https://doi.org/10.1108/EUM0000000004739