Introducing Marketing into the Smaller Firm
Abstract
This article reviews and evaluates a programme of marketing education for the smaller firm, based on the principles of action learning. The programme concentrates on practical skills and their implementation within the firm, and consists of part residential tuition, part in‐company counselling and part workshop development. It lasts over a five‐month period during which the central, integrating feature, is an individual project which enables each participant to construct, under guidance, a marketing plan for his company.
Citation
Brown, R. (1982), "Introducing Marketing into the Smaller Firm", Journal of European Industrial Training, Vol. 6 No. 3, pp. 25-28. https://doi.org/10.1108/eb002394
Publisher
:MCB UP Ltd
Copyright © 1982, MCB UP Limited