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The Marketing Concept and the Smaller Firm

Mark Dunn (University of Notre Dame, Indiana, US)
Sue Birley (Cranfield School of Management, UK)
David Norburn (Cranfield School of Management, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 March 1986

Abstract

This article describes the perceptions of 177 senior executives within smaller firms as to the extent to which the marketing concept is practised within their company. The study was conducted amongst manufacturing firms in the Northern Indiana, Southern Michigan, Eastern Illinois triangle in the United States. The aim of the research was to discover the extent to which size delineated firms with respect to their marketing activity. Would the popular wisdom that small firms do not market, and as a corollary that larger ones do, be supported?

Citation

Dunn, M., Birley, S. and Norburn, D. (1986), "The Marketing Concept and the Smaller Firm", Marketing Intelligence & Planning, Vol. 4 No. 3, pp. 3-11. https://doi.org/10.1108/eb045728

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Publisher

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MCB UP Ltd

Copyright © 1986, MCB UP Limited

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