营销
业务
市场营销策略
市场营销管理
市场调研
职位(财务)
差速器(机械装置)
实证研究
工程类
财务
认识论
哲学
航空航天工程
作者
Susan S. Fiorito,Raymond W. LaForge
出处
期刊:American journal of small business
[SAGE]
日期:1986-04-01
卷期号:10 (4): 7-18
被引量:96
标识
DOI:10.1177/104225878601000401
摘要
Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.
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