Non-Practice of Theoretically Based Marketing in Small Business—Issues Arising and Their Implications

Abstract

This article is based upon the proposition that small fIrms share an inherent predisposition towards non-practice of formal marketing, and that this non-practice is linked with failure.The phenomenon of non-practice of formal marketing is the result of a number of related factors, not least of which in the ongoing debate amongst marketing theorists as to the definition of marketing, where the boundaries of marketing lie, what marketing does and how it should do it. This theoretical controversy must be at least partially responsible for the lack of clarity amongst small business owner/managers as to what marketing is and what it can achieve.This article explores theoretical and practical dimensions of small fIrms marketing, conceptualizing these dimensions within “the four perspectives” model, which identifies key problems surrounding small business marketing.The four perspectives of marketing - theoretical marketing theory, theoretical marketing practice, practical marketing theory, and practical marketing practice - (these are viewed in the context of the small fIrm) leads one to suggest that non-practice of theoretically based marketing is not necessarily the fault of the owner/manager, and that perhaps the capacity to encourage wider adoption of the concept and philosophy of marketing lies with marketing theorists. In this context implications for small fIrms’ marketing are discussed,the conclusions being that the model as presented identifIes and addresses small fIrms’ marketing problems, thus helping to bridge the ‘gap’ between marketing theory and practice in the small fIrm through broadening awareness and conceptualizing intuitive action.

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