Creating Customers

Tim Mazzarol and Sophie Reboud
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Tim Mazzarol: University of Western Australia
Sophie Reboud: Burgundy School of Business

Chapter 5 in Small Business Management, 2020, pp 153-192 from Springer

Abstract: Abstract Large corporations have substantial resources to devote to marketing, and frequently have many levels of marketing management with responsibilities for national and regional operations, or different product lines (Webster, 1992). A feature of the large corporation is its use of formal planning processes to guide its marketing activities (McColl-Kennedy, Yau, & Keil, 1990). By contrast, most small business proprietors find the marketing of their businesses a complex and difficult task. Unlike larger firms, the small business lacks both the resources and the expertise (Carson, Gilmore, & Rocks, 2004).

Date: 2020
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DOI: 10.1007/978-981-13-9509-3_5

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