SMEs and marketing in the U.S. : preliminary, descrivtive findings

• Knowledge generation regarding effective marketing management over the past fifty years has been based on the study established, mature, large firms. The purpose of this study was to quantitatively explore how marketing-related behaviors actually occur in SMEs. The data for the survey report were collected for the NFIB Research Foundation by the executive interviewing group of the Gallup Organization. We concluded that most small-business owners seem to have a good intellectual (although intuitive) business foundation on which to build an appropriate marketing strategy and a strong marketing plan. They value customers, seek repeat business to the extent possible, and postpone immediately profitability for long term growth yet the differences as compared to largecorporations. Most notable is less emphasis on systematic means of market evaluation.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Marketing

Entrepreneurship

Business studies

Företagsekonomi

SOCIAL SCIENCES

SAMHÄLLSVETENSKAP

Business and economics

Ekonomi

Företagsekonomi

Business Studies

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