The role of marketing

Claudio A. Romano · Janek Ratnatunga

100 citations0/0 files storedEuropean Journal of Marketing

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Entrepreneurship Studies and Influences Marketing and Advertising Strategies Firm Innovation and Growth

Abstract

Research concerning the impact of marketing in the development of small enterprise research is extremely limited. Explores the role of marketing in the development of small enterprise research through the examination of 42 marketing‐related studies of small firm settings. Defines small enterprise research (SER) as all main articles published during the 1986‐1992 period in theJournal of Small Business Management; International Small Business Journal; Entrepreneurship: Theory and Practice; Journal of Business Venturing; Small Business Economics; andAsia Pacific International Management Forum. The three major research thrusts that are identified from this literature are: marketing as a culture; marketing as a strategy; and marketing as tactics. Discusses key issues and findings associated with each thrust.

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2000Marketing management: analysis. planning. implementation and control 1992The Changing Role of Marketing in the Corporation 1988Assessing Advantage: A Framework for Diagnosing Competitive Superiority 1989Organizational Culture and Marketing: Defining the Research Agenda 1987Market Segmentation, Product Differentiation, and Marketing Strategy 1987Criteria distinguishing successful from unsuccessful ventures in the venture screening process 1987The relationship between entrepreneurship and marketing in established firms 1991The Relationship between Marketing Orientation and Entrepreneurial Orientation

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