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Creating Customers

In: Small Business Management

Author

Listed:
  • Tim Mazzarol

    (University of Western Australia)

  • Sophie Reboud

    (Burgundy School of Business)

Abstract

Large corporations have substantial resources to devote to marketing, and frequently have many levels of marketing management with responsibilities for national and regional operations, or different product lines (Webster, 1992). A feature of the large corporation is its use of formal planning processes to guide its marketing activities (McColl-Kennedy, Yau, & Keil, 1990). By contrast, most small business proprietors find the marketing of their businesses a complex and difficult task. Unlike larger firms, the small business lacks both the resources and the expertise (Carson, Gilmore, & Rocks, 2004).

Suggested Citation

  • Tim Mazzarol & Sophie Reboud, 2020. "Creating Customers," Springer Texts in Business and Economics, in: Small Business Management, edition 4, chapter 5, pages 153-192, Springer.
    • Handle: RePEc:spr:sptchp:978-981-13-9509-3_5
    DOI: 10.1007/978-981-13-9509-3_5
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