The Evolution of Marketing in Small Firms
- 1 May 1985
- journal article
- research article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 19 (5) , 7-16
- https://doi.org/10.1108/eum0000000004739
Abstract
Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.Keywords
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