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Exploring Marketing Strategies in Small Businesses
| Content Provider | Semantic Scholar |
|---|---|
| Author | Cronin-Gilmore, Julia |
| Copyright Year | 2012 |
| Abstract | According to the Small Business Administration, there are approximately 23 million small businesses in the United States. Over 86% of businesses have no more than 20 employees, although the total number of people employed is approximately one-fourth of the entire United States workforce. Nearly 50% of all small businesses close within the first five years. The purpose of this qualitative case study was to understand the decisions and actions a small business owner takes when pursuing marketing strategy. Five findings emerged from the in-depth interviews: marketing, formulating strategy, strengths, values, and needs. |
| Starting Page | 96 |
| Ending Page | 106 |
| Page Count | 11 |
| File Format | PDF HTM / HTML |
| Volume Number | 6 |
| Alternate Webpage(s) | http://www.na-businesspress.com/JMDC/Cronin-GilmoreJ_Web6_1_.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
