Relationships, marketing and small business: an exploration of links in theory and practice.
(2004)
Journal Article
ZONTANOS, G. and ANDERSON, A.R. 2004. Relationships, marketing and small business: an exploration of links in theory and practice. Qualitative market research: an international journal [online], 7(3), pages 228-236. Available from: https://doi.org/10.1108/13522750410540236
This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and... Read More about Relationships, marketing and small business: an exploration of links in theory and practice..