Business, Management and Accounting
8 years ago

Marketing key for small businesses survival and growth, study finds.

Marketing Intelligence & Planning
Do small businesses have to practise marketing to survive and grow?
Sandra Hogarth‐Scott, Kathryn Watson, Nick Wilson

Paper Summary

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Small businesses need to use marketing to survive and grow. A study looked at new small businesses in West Yorkshire to see how they do marketing. They interviewed 18 small business owners and found that focusing on customers, standing out from competitors, and planning marketing strategies are important for success. By using marketing effectively, small businesses can improve performance and grow.