search query: @indexterm marketing profitability / total: 50
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| Author: | Carson, D. |
| Title: | Some exploratory models for assessing small firms' marketing performance (a qualitative approach): The marketing models |
| Journal: | European Journal of Marketing
1990 : VOL. 24:11, p. 17-28 |
| Index terms: | MARKETING PROFITABILITY PERFORMANCE MEASUREMENT MARKETING MODELS SMALL BUSINESS |
| Language: | eng |
| Abstract: | The following six marketing models are described: marketing limitations /limitations of expertise, expenditure, and impact/; levels of generalisation /criteria are: general concepts, industry-specific and situation-specific/; planning versus operations /categories used are minimal and balanced/; marketing planning adapted for small firms /limited and substantial adaption/; stages of marketing development /reactive stage, tinkering marketing, entrepreneurial marketing/; levels of activity /little or no marketing, implicit and simple marketing, explicit and sophisticated marketing/. The models are viewed as a network revolving around the hub of marketing planning to assess small firms' marketing performance. |
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