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Marketing research, a succes factor for an entrepreneur

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    (“Petru Maior” University of Târgu-Mures, Romania)

  • Manuela Rozalia GABOR


    (“Petru Maior” University of Târgu-Mures, Romania)



    (“Petru Maior” University of Târgu-Mures, Romania)

The aim of our paper is to emphasize the importance of partnership in the case of a small business. Being one of the main features of the marketing strategy, marketing research is often perceived as a feature of big companies, involving huge effort of people and budget. In the case of an entrepreneur, “condemned” to run the business on his own, the need for networking is one of the most important function in order to reach substantial benefits. In this respect, we have designed a case to express the positive effects of collaboration with experts in the case of marketing research in order to increase the value of decision in customer satisfaction and positioning.

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Article provided by Institute of National Economy in its journal Romanian Journal of Economics.

Volume (Year): 33 (2011)
Issue (Month): 2(42) (December)
Pages: 125-137

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Handle: RePEc:ine:journl:v:2:y:2011:i:42:p:125-137
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  1. Antoncic, Bostjan & Hisrich, Robert D., 2001. "Intrapreneurship: Construct refinement and cross-cultural validation," Journal of Business Venturing, Elsevier, vol. 16(5), pages 495-527, September.
  2. Manuela Rozalia Gabor, 2007. "Types of non-probabilistic sampling used in marketing research. „Snowball” sampling," Management & Marketing, Economic Publishing House, vol. 2(3), Autumn.
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