Discovering small business strategic marketing decision making behaviour

Paper

Gardiner, Michael and Jocumsen, Graham. 2002. "Discovering small business strategic marketing decision making behaviour." ANZMAC 2002. Melbourne, Australia 02 - 04 Dec 2002 Melbourne, Australia.
Paper/Presentation Title

Discovering small business strategic marketing decision making behaviour

Presentation TypePaper
AuthorsGardiner, Michael (Author) and Jocumsen, Graham (Author)
Number of Pages6
Year2002
Place of PublicationMelbourne, Australia
ISBN0730025624
Web Address (URL) of Paperhttp://pandora.nla.gov.au/pan/25410/20040914-0000/130.195.95.71_8081/WWW/ANZMAC2002/index.htm
Conference/EventANZMAC 2002
Event Details
ANZMAC 2002
Parent
ANZMAC Conference
Event Date
02 to end of 04 Dec 2002
Event Location
Melbourne, Australia
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.

ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Byline AffiliationsDepartment of Marketing and Tourism
Faculty of Business
Institution of OriginUniversity of Southern Queensland
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