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Strategic Marketing Planning and Small Firms in Ireland

Komaev, T.; Kearns, J.; Stephens, S. (Cork Institute of Technology, 2011)

This paper examines the strategic marketing planning activities of small firms in Ireland. We take the view that there is a need to evaluate current practice and make informed recommendations that can improve marketing ...

Approaches to small firm marketing: challenges and opportunities

Doohan, A.; Kearns, J.; Stephens, S. (Cork Institute of Technology, 2009)

This paper explores approaches to marketing by small firms in Ireland. Specifically the research studies the experience of small firms based in Donegal. The objective of this study was to identify the usage levels and ...