Discovering small business strategic marketing decision making behaviour

Gardiner, Michael and Jocumsen, Graham (2002) Discovering small business strategic marketing decision making behaviour. In: ANZMAC 2002, 2-4 Dec 2002, Melbourne, Australia.

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Abstract

The current knowledge about how small businesses make their strategic marketing decisions is inadequate to assist interventionists and advisors to the sector to gain improved acceptance of changes which may produce better strategic marketing decision outcomes. This paper further contributes to our understanding of strategic decision-making practice in small businesses by conducting a survey of small businesses using a structured questionnaire based upon an established research framework.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 13 Mar 2018 01:30
Last Modified: 14 Mar 2018 00:27
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9002 Property, Business Support Services and Trade > 900299 Property, Business Support Services and Trade not elsewhere classified
URI: http://eprints.usq.edu.au/id/eprint/19312

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