The Evolution of Marketing in Small Firms
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
Citation
Carson, D.J. (1985), "The Evolution of Marketing in Small Firms", European Journal of Marketing, Vol. 19 No. 5, pp. 7-16. https://doi.org/10.1108/EUM0000000004739
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited