Table of contents
The Evolution of Marketing in Small Firms
David J. CarsonConsiders 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…
Strategic Marketing Considerations for the Small Firm
John F. ColleranProposes some practical suggestions for the small business manager in managing the quality of strategic thinking within his/her firm. Examines current thinking on strategic…
Implementing a Multistage Salesforce Model in a Small Company
A. Tansu BarkerSummarizes the basic structure of a general multi‐stage salesforce model, and presents experiences in implementing that framework. Discusses the benefits of the use of such a…
The Challenge of Teaching Marketing to Small Businesses
David J. CarsonLooks 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…
Theory into Practice: An Awkward Fit
Marsaili CameronDraws attention to the experiences of the author in trying to introduce new marketing ideas. Describes the difficulties of independent business. Presents a description of the…
Co‐operation in the Market Place: The Marketing Activities of Worker Co‐operatives
Gerard P. FinneganInvestigates has worker co‐operatives undertake their marketingactivities and the ways in which they differ from conventional businesses.States that marketing activities of the…
Seamus Connolly: A Market‐Oriented Engineer
Reports an informal interview with Seamus Connolly, an engineer by training, who developed an innovative product — FASTANK. Looks at how a marketing approach was developed for…
Marketing by a Small Tour Operator in a Market Dominated by Big Operators
Tom AllenSunmed Holidays is the No. 1 specialist holiday operator in Greece. In 1984 the company carried 69,000 people to Greece, which represents around 10 per cent of the Greek market…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall