European Journal of Marketing

What is the best approach to take when researching marketing planning in small firms? Some of the previous literature, methodology and characteristics of such research are reviewed. The article concludes that the most appropriate approach may be "exploratory" and "descriptive" be...

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Bibliographic Details

Published in:	Marketing intelligence & planning 1991-06, Vol.9 (6), p.7-9
Main Author:	Carson, David
Format:	Article
Language:	eng
Subjects:	Management styles Market strategy Marketing Marketing planning Small business Small firms
Online Access:	Get full text
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