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Conceptual Articles

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

Pages 24-32 | Published online: 21 Dec 2015

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Avinash Malshe, Scott B. Friend, Jamal Al-Khatib, Mohammed I. Al-Habib & Habiballah Mohamed Al-Torkistani. (2017) Strategic and operational alignment of sales-marketing interfaces: Dual paths within an SME configuration. Industrial Marketing Management 66, pages 145-158.
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Fabian Eggers, Michele O’Dwyer, Sascha Kraus, Christine Vallaster & Stefan Güldenberg. (2013) The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business 48:3, pages 340-348.
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Aodheen O'Donnell. (2011) Small firm marketing: synthesising and supporting received wisdom. Journal of Small Business and Enterprise Development 18:4, pages 781-805.
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Ibrahima Samba Dankoco & Ali Issa Harouna. (2011) Les pratiques du marketing dans la petite entreprise au Sénégal. Market Management Vol. 9:1, pages 113-130.
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Jane Moriarty, Rosalind Jones, Jennifer Rowley & Beata Kupiec‐Teahan. (2009) Executive training exercises in small hotel marketing. International Journal of Culture, Tourism and Hospitality Research 3:4, pages 337-346.
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Michele O'Dwyer, Audrey Gilmore & David Carson. (2009) Innovative marketing in SMEs. European Journal of Marketing 43:1/2, pages 46-61.
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Mike Reid. (2008) Contemporary marketing in professional services. Journal of Services Marketing 22:5, pages 374-384.
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Jane Moriarty, Rosalind Jones, Jennifer Rowley & Beata Kupiec‐Teahan. (2008) Marketing in small hotels: a qualitative study. Marketing Intelligence & Planning 26:3, pages 293-315.
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Phillip Samouel. (2007) Does time impact relational norms in bilateral exchange? The small business case. Journal of Small Business and Enterprise Development 14:1, pages 136-143.
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Jean-Claude Pacitto, Pierre-André Julien & Philippe Bizeul. (2007) Les moyennes entreprises pratiquent-elles le marketing ? Une exploration franco-québécoise. Management & Avenir n° 11:1, pages 119-146.
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Jean-Claude Pacitto, Pierre-André Julien & Philippe Bizeul. (2006) Marketing in medium-sized manufacturing firms: The state-of-the-art in France and in Quebec. International Entrepreneurship and Management Journal 3:1, pages 29-50.
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Nicole Coviello, Heidi Winklhofer & Karla Hamilton. (2016) Marketing Practices and Performance of Small Service Firms. Journal of Service Research 9:1, pages 38-58.
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Nicole E Coviello, Roderick J Brodie & Hugh J Munro. (2000) An investigation of marketing practice by firm size. Journal of Business Venturing 15:5-6, pages 523-545.
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John Driver & Panos Louvieris. (1998) POSIT‐ively soft systems methodology for marketing. European Journal of Marketing 32:5/6, pages 419-440.
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