Top

Published in:

2020 | OriginalPaper | Chapter

5. Creating Customers

Authors : Tim Mazzarol, Sophie Reboud

Published in: Small Business Management

Publisher: Springer Nature Singapore

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

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).

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Planning and Strategy in the Small Firm

next chapter The Process of Growth in the Small Firm

Adlin, T., Pruitt, J., Goodwin, K., Hynes, C., McGrane, K., Rosenstein, A., et al. (2006, April 22–27). Putting personas to work. Paper presented at the Proceeding of the CHI’06 extended abstracts on human factors in computing systems, Montréal, Québec, Canada.

Berry, L. L. (1980). Services marketing is different. Business, 30(3), 24–29.

Boag, D. A. (1987). Marketing control and performance in early-growth companies. Journal of Business Venturing, 2(1), 365–379.CrossRef

Brooksbank, R. (2002). Hot marketing, cool profits. Sydney, Australia: McGraw-Hill.

Callegaro, M., Baker, R. P., Bethlehem, J., Göritz, A. S., Krosnick, J. A., & Lavrakas, P. J. (2014). Online panel research: A data quality perspective. West Sussex, UK: Wiley.CrossRef

Carson, D. (1985). The evolution of marketing in small firms. European Journal of Marketing, 19(5), 110–119.CrossRef

Carson, D. (1990). Marketing small firms. European Journal of Marketing, 24(11), 1–49.

Carson, D., & Cromie, S. (1990). Marketing planning in small enterprises: A model and some empirical evidence. Journal of Consumer Marketing, 7(3), 5–18.CrossRef

Carson, D., Gilmore, A., & Rocks, S. (2004). SME marketing networking: A strategic approach. Strategic Change, 13(7), 369–382.CrossRef

Clark, J. B. (1987). Marketing today: Successes, failures and turnarounds. Englewood Cliffs, NJ: Prentice-Hall.

Corbett, M. (1991). American public opinion: Trends, processes and patterns. New York: Longman Publishers.

Daniel, E., Wilson, H., & Myers, A. (2002). Adoption of E-commerce by SMEs in the UK: Towards a stage model. International Small Business Journal, 20(3), 253–270.CrossRef

Davis, C. D., Hills, G. E., & LaForge, R. W. (1985). The marketing/small enterprise paradox: A research agenda. International Small Business Journal, 3(3), 32.CrossRef

Dean, J., Holmes, S., & Smith, S. (1997). Understanding business networks: Evidence from the manufacturing and service sectors in Australia. Journal of Small Business Management, 35(1), 78–84.

Drucker, P. F. (1954). The practice of management. New York: Harper & Row.

DUBS. (1995). Assisting the survival of the new small business. Durham University Business School, Small Business Centre. Retrieved from Durham, United Kingdom.

Eid, R., & El-Gohary, H. (2013). The impact of E-marketing use on small business enterprises’ marketing success. The Service Industries Journal, 33(1), 31–50.CrossRef

Gold, A. (1993). The how-to of small business marketing. Australian Professional Marketing, 2(4), 18–20.

Griffin, A., & Hauser, J. R. (1993). The voice of the customer. Marketing Science, 12(1), 1–27.CrossRef

Gummesson, E. (1991). Marketing orientation revisited: The crucial role of the part-time marketer. European Journal of Marketing, 25(2), 60–75.CrossRef

Hall, D. (1992). The hallmarks for successful business: Survival-change-growth. Oxfordshire, UK: Mercury Books.

Hamlin, R. P. (2007). Forum – Small business market research: Examining the human factor. International Journal of Market Research, 49(5), 551–571.CrossRef

Harrigan, P., & Miles, M. (2014). From e-CRM to s-CRM. Critical factors underpinning the social CRM activities of SMEs. Small Enterprise Research, 21(1), 99–116.CrossRef

Harrison, J., & Taylor, B. (1996). Supergrowth companies: Entrepreneurs in action. London: Butterworth-Heinemann.

Hines, T. (2000). An evaluation of two qualitative methods (focus group interviews and cognitive maps) for conducting research into entrepreneurial decision making. Qualitative Market Research, 3(1), 7–16.CrossRef

Holbert, N. B., & Speece, M. W. (1993). Practical marketing research: An integrated global perspective. New York: Prentice-Hall.

Jarrett, D. (1998). A strategic classification of business alliances: A qualitative perspective built from a study of small and medium-sized enterprises. Qualitative Market Research, 1(1), 39–49.CrossRef

Kau, A. K., & Ch’ng, H. K. (1990). Marketing practices of small and medium enterprises in Singapore. Singapore Management Review, 12(1), 43–57.

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Armstrong: Pearson Education.

Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2013). Marketing (9th ed.). Frenchs Forest, Australia: Pearson Australia.

Kruger, W. (1989). Patterns of success in German business. Long Range Planning, 22/2(114), 106–113.CrossRef

Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM). International Journal of Advertising, 28(3), 473–499.CrossRef

Li Brizzi, L. (2001). Targeting customers based on economic worth. Journal of Financial Services Marketing, 5(4), 337–342.CrossRef

Lojacono, G., & Zaccai, G. (2004). The evolution of the design-inspired enterprise. MIT Sloan Management Review, 45(3), 75.

Loutfy, R., & Belkhir, L. (2001). Managing innovation at xerox. Research-Technology Management, 44(4), 15–24.CrossRef

Mahajan, R. (2015). Use of social media as a new investigative tool in marketing research for small business. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(3), 129.CrossRef

Mazzarol, T. (1999a). Case studies of small business success: Exploration of a four factor success model. Paper presented at the 44th annual conference of the international council for small business, Naples, Italy, 20–23 June.

Mazzarol, T. (1999b). Partnerships – A key to growth in small business. Journal of Enterprising Culture, 7(2), 105–125.CrossRef

Mazzarol, T. (2003, December 2–5). Strategic networking among small high technology firms: Evidence from the Western Australian ICT sector. Paper presented at the ANZAM Conference 2003, Fremantle WA.

Mazzarol, T. (2004). Small firms, their customers and the value of strategic alliances and networks to innovation. In: Paper presented at the ANZAM conference 2004, Dunedin, NZ, 8–11 December.

Mazzarol, T. (2015). SMEs engagement with e-commerce, e-business and e-marketing. Small Enterprise Research, 22(1), 79–90.CrossRef

Mazzarol, T., & Ramaseshan, B. (1998). Critical success factors in small business marketing: An examination of high and low performance firms. Journal of Global Business, 9(16), 35–45.

Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: An exploratory study. European Journal of Marketing, 41(11/12), 1475–1494.CrossRef

McColl, E., Jacoby, A., Thomas, L., & Soutter, J. (2002). Design and use of questionnaires: A reivew of best practice applicable to surveys of health service staff and patients. British Journal of Clinical Governance, 7(3), 206–208.

McColl-Kennedy, J. R., Yau, O. H. M., & Keil, G. (1990). Marketing planning practices in Australia: A comparison across company types. Marketing Intelligence and Planning, 8(4), 21–29.CrossRef

Merrilees, B., & Nuesink, B. (1992). Small business marketing: Is it different? In K. M. Renfrew, & P.J. Hutchinson (Ed.), Australasian Small Enterprise Research, in selected proceedings from the SEAANZ and Institute of Industrial Economics, National Small Enterprise Conference (Vol. 20, pp. 279–289). University of Newcastle, Institute of Industrial Economics.

Miaskiewicz, T., & Kozar, K. A. (2011). Personas and user-centered design: How can personas benefit product design processes? Design Studies, 32(5), 417–430.CrossRef

Naylor, M., & Greco, S. (2002). Customer chemistry: How to keep the customers you want...and say “good-bye” to the ones you don’t. New York: McGraw-Hill.

Nayyar, P. R. (1990). Information asymmetries: A source of competitive advantage for diversified service firms. Strategic Management Journal, 11(7), 513–519.CrossRef

Nwankwo, S. (2000). Quality assurance in small business organisations: Myths and realities. International Journal of Quality & Reliability Management, 17(1), 82–87.CrossRef

Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, NJ: Wiley.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2015). Value proposition design: How to create products and services customers want. Hoboken, NJ: Wiley.

Ostgaard, T., & Birley, S. (1994). Personal networks and firm competitive strategy – A strategic or coincidental match? Journal of Business Venturing, 9(4), 281–306.CrossRef

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12.

Payne, A. F. (1988). Developing a marketing oriented organisation. Business Horizons, 31(3), 46–53.CrossRef

Peterson, R. A. (2000). Constructing effective questionnaires. Thousand Oaks, CA: Sage.CrossRef

Piercy, N. F. (1991). Market-led strategic change: Making marketing happen in your organisation. London: Thorsons.

Racolța-Paina, N. D., & Andrieș, A. M. (2017). Identifying entrepreneurship readiness for the application of the lean startup practices in the service industry–case study Romania. Ecoforum Journal, 6, 3.

Rahman, S. M., & Lackey, R. (2013). E-commerce systems security for small businesses. International Journal of Network Security & Its Applications, 5(2), 193–210.CrossRef

Ries, A., & Trout, J. (1997). Focused in a fuzzy world. In Rethinking the future. Business, principles, competition, control, leadership, markets and the world (pp. 181–195). London: Nicholas Brealey Publishing.

Sandhusen, R. L. (2008). Marketing (4th ed.). Sydney, Australia: Barrons Business Review Series.

Sensis. (2017). Sensis e-Business Report 2016: The online experience of small and medium enterprises. Retrieved from www.sensis.com.au

Sukwadi, R., Wee, H.-M., & Yang, C.-C. (2013). Supply chain performance based on the lean–agile operations and supplier–firm partnership: An empirical study on the garment industry in Indonesia. Journal of Small Business Management, 51(2), 297–311.CrossRef

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.CrossRef

Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3/4), 344–364.CrossRef

Webster, F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1–17.CrossRef

Weinrauch, J. D., Mann, O. K., Robinson, P. A., & Pharr, J. (1991). Dealing with limited financial resources: A marketing challenge for small business. Journal of Small Business Management, 29(4), 44.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.CrossRef

Zhang, D. Z. (2011). Towards theory building in agile manufacturing strategies – case studies of an agility taxonomy. International Journal of Production Economics, 131(1), 303–312.CrossRef

Title: Creating Customers
Authors: Tim Mazzarol
Sophie Reboud
Publisher: Springer Nature Singapore
Book: Small Business Management
Print ISBN: 978-981-13-9508-6

Electronic ISBN: 978-981-13-9509-3

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-981-13-9509-3_5