2015 | OriginalPaper | Buchkapitel
The College Town: Small Business Opportunity or Pitfall?
verfasst von : Gerald U. Skelly, Milton M. Pressley, William J. Lundstrom
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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Small businesses often fail due to poorly conceived marketing strategies. In other cases, overly-optimistic estimates of market potential foredoom an otherwise good marketing plan. This may be frequently the case in college towns. Entrepreneurs, might erroneously believe that the town can support a wide variety of businesses because it has a large student population.