Do small businesses have to practise marketing to survive and grow?

Abstract

Addresses the relevance of marketing principles and how marketing should be practised in very small or micro firms by studying new start businesses in the West Yorkshire area. Reports qualitative research findings from in‐depth interviews with a sample of 18 small business founders using simple content analysis and case study techniques. Addresses specific topics including customers and customer focus; competitive advantage and positioning; marketing communications; marketing planning and strategy; and key issues involved in business growth and development. Concludes with a summary of how marketing is practised in small businesses, based on the research findings; an examination of marketing in different types of businesses; and recommendations on how marketing can help small businesses improve performance and achieve growth.

Citation

Hogarth‐Scott, S., Watson, K. and Wilson, N. (1996), "Do small businesses have to practise marketing to survive and grow?", Marketing Intelligence & Planning, Vol. 14 No. 1, pp. 6-18. https://doi.org/10.1108/02634509610106197