Marketing and the Small Firm

Abstract

Applying the principles of marketing to a small company is a particularly satisfying process. As we will try to show throughout this book marketing, at its most basic level, seeks to satisfy customers and, in doing so, ensures the survival of the business. John Egan, the head of Jaguar Cars said: ‘Business is about making money from satisfied customers’. He went on to say: ‘without satisfied customers, there can be no future for any commercial organisation’. This applies to any firm, of any size. However, the very characteristic which defines the small business — its size — also ensures that all who work in a small company must be constantly aware of the relationship between customer satisfaction and their survival.