Marketing Planning and Digital Customer Loyalty Data in Small Business

Provided by: University of Ulsan
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Marketing planning is recognized as vital for small businesses, creating an interface with the external environment in which they operate (Zontanos and Anderson, 2004). Small businesses which strive for market development, and which continuously search for new market opportunities and expansion of the consumer base, have a better chance of survival and growth (Baker and Sinkula, 2009). It is the unique nature of small businesses that shapes and dictates the manner in which their marketing is performed (Nieto and Santamaria, 2010).

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