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Full-Text Articles in Business
Performance Factors That Influence Marketing Measurement In Successful Small Businesses, Tareion M. Fluker
Performance Factors That Influence Marketing Measurement In Successful Small Businesses, Tareion M. Fluker
Walden Dissertations and Doctoral Studies
During the 2009 economic recession, United States business leaders cut marketing expenditures between 33% and 50% more than they did for any other business expenditure to mitigate financial loss because business leaders often regard marketing as an expense and not an investment. Since there is not a widely applied marketing measurement standard, this multiple-case study focused on finding key performance indicators that healthcare and sales small business leaders in eastern United States with less than 500 employees, and marketing evaluation practices in place, used to evaluate the effectiveness of their marketing. Institutional theory was used as the conceptual framework to …
Marketing And Microbusiness, Joran Premo-Hurt
Marketing And Microbusiness, Joran Premo-Hurt
Walden Dissertations and Doctoral Studies
Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic …