Micro and Small Firm Marketing A Pre‐Millennium Muse from Paradise (Already out of date!)

Abstract

Based on a series of thoughts, heavily influenced by the sun and rum, this paper attempts to synthesise a number of disparate influences including micro‐businesses in Barbados, marketing in rapid growth markets, mainstream texts, and creativity in marketing and in smaller firms. This journey is undertaken in order to seek inspiration for a theory of small firm marketing but questions are raised as to how far one all encompassing theory is either possible or desirable.

Citation

McAuley, A. (2000), "Micro and Small Firm Marketing A Pre‐Millennium Muse from Paradise (Already out of date!)", Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 3, pp. 282-290. https://doi.org/10.1108/14715200080001551