European Journal of Marketing

What is the best approach to take when researching marketing planning in small firms? Some of the previous literature, methodology and characteristics of such research are reviewed. The article concludes that the most appropriate approach may be "exploratory" and "descriptive" be...

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Bibliographic Details
Published in:Marketing intelligence & planning 1991-06, Vol.9 (6), p.7-9
Main Author: Carson, David
Format: Article
Language:English
Subjects:
Management styles
Market strategy
Marketing
Marketing planning
Small & medium sized enterprises-SME
Small business
Small firms
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