The role of marketing

Research concerning the impact of marketing in the development of small enterprise research is extremely limited. Explores the role of marketing in the development of small enterprise research through the examination of 42 marketing‐related studies of small firm settings. Defines small enterprise research (SER) as all main articles published during the 1986‐1992 period in the Journal of Small Business Management; International Small Business Journal; Entrepreneurship: Theory and Practice; Journal of Business Venturing; Small Business Economics; and Asia Pacific International Management Forum. The three major research thrusts that are identified from this literature are: marketing as a culture; marketing as a strategy; and marketing as tactics. Discusses key issues and findings associated with each thrust.

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