haku: @author Siu, W. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Siu, W. Kirby, D. A. |
| Otsikko: | Approaches to small firm marketing: A critique |
| Lehti: | European Journal of Marketing
1998 : VOL. 32:1-2, p. 40-60 |
| Asiasana: | MARKETING MANAGEMENT MARKETING RESEARCH ENTREPRENEURSHIP SMALL BUSINESS |
| Kieli: | eng |
| Tiivistelmä: | Though academic research into the marketing / entrepreneurship interface is of only relatively recent origin, it would seem that the basic principles of marketing appear to be equally valuable to both small and large firms. The article provides a critical review of the research into the role and process of marketing in small firms and attempts to classify the existing studies. It identifies four approaches, that is, the stages / growth model, the management styles model, the marketing as a management function model and the contingency model. From this, it concludes that in order to advance the theory of small business marketing a theoretical framework integrating the contingency approach and the process model appears to hold the greatest potential. |
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