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): Some case histories |
| Journal: | European Journal of Marketing
1990 : VOL. 24:11, p. 29-43 |
| Index terms: | MARKETING PROFITABILITY PERFORMANCE MEASUREMENT SMALL BUSINESS MARKETING MODELS CASE STUDIES |
| Language: | eng |
| Abstract: | In order to illustrate the operation of the six models discussed in the previous article /The marketing models/, three case examples are described. The companies are: Next Island Holidays, Kilco Chemicals and Martin Electronics. Background information about products, markets, distribution, pricing, promotion, selling, etc. are given. Limitations, levels of generalization, planning versus operations, adaption of marketing planning, stages of marketing planning, and levels of activity are assessed. |
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