... Market segmentation Relationship marketing Retailing Small firms Uncertain Customers tend to be the largest group, often representing half of the customer base but only 10 percent of the revenue. The lower value represented by Uncertain Customers means that the most appropriate strategy...

.... Surmises that target marketing allows small firms with limited resources to successfully make an impact against bigger players with greater resources. © MCB UP Limited 1992 Brand awareness Pest control Product launch Small firms Target marketing COMPANY STUDY TARGET MARKETING: THE LOGIC...

...David Carson; Stanley Cromie Discusses some of the features of small firms and emphasizes that business proprietors have a different approach to marketing than do marketing managers in large concerns. Examines some empirical evidence which showed about two‐thirds of small firms had a nonmarketing...