search query: @author Ratnatunga, J. / total: 6
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| Author: | Romano, C. Ratnatunga, J. |
| Title: | The role of marketing : its impact on small enterprise research |
| Journal: | European Journal of Marketing
1995 : VOL. 29:7, p. 9-30 |
| Index terms: | MARKETING RESEARCH COMPANIES |
| Language: | eng |
| Abstract: | Research concerning the impact of marketing in the development of small enterprise research is extremely limited. This article explores the role of marketing in the development of small enterprise research through the examination of 42 marketing-related studies of small firm settings. The three major research thrusts that are identified from the revised literature are: marketing as a culture, marketing as a strategy, and marketing as tactics. The article also discusses key issues and findings associated with each thrust. |
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