Abstract
This paper reports an empirical study conducted with small business retailers. The general purpose of the study was to address the special problems small business retailers face in making marketing decisions. Specifically, the study measured small business managers' beliefs regarding the difficulty of making various marketing decisions. Additionally, the study measured the perceived importance of marketing decisions to small business retailing success. The study's findings provide a clear description of existing small business retailer problems and may also aid various organizations (e.g. trade associations, universities) and individuals (e.g. bankers, consultants) who attempt to assist small business retailers.
Published Version
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