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Journal of the Academy of Marketing Science

, Volume 13, Issue 3, pp 183–197 | Cite as

Marketing decision-making problems faced by small business retailers

  • Doug Lincoln
  • Gary McCain
Part II: Retailing Management

Abstract

This paper reports an empirical study conducted with small business retailers. The general purpose of the study was to address the special problems small business retailers face in making marketing decisions. Specifically, the study measured small business managers' beliefs regarding the difficulty of making various marketing decisions. Additionally, the study measured the perceived importance of marketing decisions to small business retailing success. The study's findings provide a clear description of existing small business retailer problems and may also aid various organizations (e.g. trade associations, universities) and individuals (e.g. bankers, consultants) who attempt to assist small business retailers.

Keywords

Small Business Decision Area Standard Industrial Classification Code Small Business Management Special Sales 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. Baranoff, Seymour 1964. “Retailing as an Operating System.”Theory in Marketing. Homewood, IL: Richard D. Irwin, Inc. (American Marketing Association) 154–162.Google Scholar
  2. Berman, Barry and Joel R. Evans 1983.Retailing Management: A Strategic, Approach. New York: Macmillan Publishing Co., Inc.Google Scholar
  3. Dun & Bradstreet, Business Economics Division 1981.The Business Failure Record. 13Google Scholar
  4. Franklin, Stephen G. and Goodwin, Jack S. 1983. “Problems of Small Business and Sources of Assistance: A Survey.”Journal of Small Business Management (April) 5–12.Google Scholar
  5. Lazer, William and Eugene J. Kelley 1961. “The Retailing Mix: Planning and Management.”Journal of Retailing (Spring) 34–41.Google Scholar
  6. Lusch, Robert F. 1982.Management of Retail Enterprises. Boston: Kent Publishing Company.Google Scholar
  7. Mason, Joseph B. and Morris L. Mayer 1981.Modern Retailing: Theory and Practice. Plano, Texas: Business Publication, Inc.Google Scholar
  8. Swanson, David H. 1981. “Who Advises the Manufacturer?”Journal of Small Business Management (January) 41–47.Google Scholar

Copyright information

© Academy of Marketing Science 1985

Authors and Affiliations

  • Doug Lincoln
    • 1
  • Gary McCain
    • 1
  1. 1.Boise State UniversityBoiseUSA

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