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


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.


Small Business Decision Area Standard Industrial Classification Code Small Business Management Special Sales 
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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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