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- Title
Marketing and Competition in French Medium-sized Manufacturing Firms.
- Authors
Meier, Olivier; Pacitto, Jean-Claude; Pontier, Suzanne
- Abstract
Two issues have to be addressed when examining the relation between marketing and SMEs (small and medium-sized enterprises). One pertains to the category of SME where answers are obviously different depending on the size of the firm (very small, small or medium-sized business). The second issue has to do with the factors highlighting the existence or non-existence of a structured marketing approach. The factors can be summarily broken down into three groups, i.e., how the business implements customer segmentation, positions the firm on the market and gathers business intelligence. The three practices underlie the marketing approach. The results of our survey (based on a deductive inquiry method) on marketing behaviours in medium-sized firms show that sales and marketing practices are what differentiate medium-sized firms from very small and small businesses.
- Subjects
FRANCE; MANUFACTURING industries; MARKETING; ECONOMIC competition; INDUSTRIAL management
- Publication
Gestion 2000, 2008, Vol 25, Issue 4, p101
- ISSN
0773-0543
- Publication type
Article