The concept of co‐operation amongst competitors has been considered for some time in the marketing literature generally, and in the small firm marketing literature specifically. However, despite the recognition that small firms do co‐operate, there has been comparatively little attention...

Small businesses, usually under owner/ manager control, can suffer through a lack of knowledge and understanding of marketing planning practices. Often practices, if they exist at all, are founded on traditional industry practices and experiences which may not be suitable when translated into...

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 approach, almost a third...

What is the best approach to take when researching marketing planning in small firms? Some of the previous literature, methodology and characteristics of such research are reviewed. The article concludes that the most appropriate approach may be “exploratory” and “descriptive” because...