Assessing Marketing in Small and Medium‐sized Enterprises

Abstract

Reports the findings of a study of marketing practice in five furniture manufacturing firms in the north‐east region of the Irish Republic. The research uses six models developed by Carson and reveals that the quality of marketing within the firms can be differentiated through the application of the models. This study supports the application of the models as a means of assessing marketing in small and medium‐sized enterprises, but the findings suggest that the models should be refined in relation to strategy, long‐term planning and the firm′s description of its environment. The research proposes a new set of criteria to be used for deciding the classification “sophisticated marketing”. Whereas the Carson research was longitudinal, this study was synchronic. Suggests that the models could be of value to those working with small and medium‐sized firms, including consultants and lending agencies, many of whom may be consulted at a critical period for a firm when there would not be time for a longitudinal study.

Citation

Fuller, P.B. (1994), "Assessing Marketing in Small and Medium‐sized Enterprises", European Journal of Marketing, Vol. 28 No. 12, pp. 34-49. https://doi.org/10.1108/EUM0000000003872