PRIORITIZED ACTIONS FOR MARKETING IMPROVEMENT: A TOOL FOR SMALL BUSINESS MARKETING PROGRAMMES

Nikola Rovis

Interdisciplinary Management Research, 2010, vol. 6, 244-254

Abstract: Purpose of this paper is to offer a pragmatic tool for management and marketing practitioners in small businesses. The name of the tool is Prioritized Action for Marketing Improvements (PAMI). This work gives an overview of marketing and strategy processes in small businesses and a brief description of Dibb and Simkin buying proforma tool. The PAMI tool builds on successfully conducted market segmentation and specification or implicit knowledge on targeted market segments and market positioning. The tool is designed to help practitioners devise an actionable marketing plan. It provides a clear, intuitive and straight forward way to cross the gap between a higher level planning activity and specific operation planning activity in small business.

Keywords: Small business, Marketing management, Marketing planning, Management tools; Marketing programmes (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:osi:journl:v:6:y:2010:p:244-254

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