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Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.
David Carson (Wed,) studied this question.
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