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Small Business Management pp 153–192Cite as

Creating Customers

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Abstract

Large corporations have substantial resources to devote to marketing, and frequently have many levels of marketing management with responsibilities for national and regional operations, or different product lines (Webster, 1992). A feature of the large corporation is its use of formal planning processes to guide its marketing activities (McColl-Kennedy, Yau, & Keil, 1990). By contrast, most small business proprietors find the marketing of their businesses a complex and difficult task. Unlike larger firms, the small business lacks both the resources and the expertise (Carson, Gilmore, & Rocks, 2004).

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Authors and Affiliations

  1. University of Western Australia, Crawley, WA, Australia

    Tim Mazzarol

  2. Burgundy School of Business, Dijon, France

    Sophie Reboud

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  1. Tim Mazzarol
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  2. Sophie Reboud
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Mazzarol, T., Reboud, S. (2020). Creating Customers. In: Small Business Management. Springer Texts in Business and Economics. Springer, Singapore. https://doi.org/10.1007/978-981-13-9509-3_5

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