Strategic Marketing Considerations for the Small Firm

Abstract

Proposes some practical suggestions for the small business manager in managing the quality of strategic thinking within his/her firm. Examines current thinking on strategic marketing and analyses aspects of strategy formulation. Discusses the relationship between strategic marketing and entrepreneurship, both of which, it suggests are vital to the start‐up and growth of the small firm. Offers guidelines on competitive strategy while attempting to distill current marketing concepts into usable, practical business tools for the small business manager. Concludes that, for a small business to survive, it is important to develop the quality of strategic thinking.

Citation

Colleran, J.F. (1985), "Strategic Marketing Considerations for the Small Firm", European Journal of Marketing, Vol. 19 No. 5, pp. 17-31. https://doi.org/10.1108/EUM0000000004738