Marketing and the Small Industrial Firm

Abstract

Introduction This paper is the result of a research project into the use of concepts and ideas from the marketing literature by small companies operating in industrial markets. The research was based on ideas generated by one of the authors in consultancy and research and by the other in the day‐to‐day management of a small company.

Citation

Ford, D. and Rowley, T.P. (1979), "Marketing and the Small Industrial Firm", Management Decision, Vol. 17 No. 2, pp. 144-156. https://doi.org/10.1108/eb001181