CafBijoux: A Small Business Marketing Challenge

Enhancing Understanding of Marketing within a Small Business Development Context

The aim of this paper is to contribute to discussion on the apparent dichotomy between traditional marketing theory/concept and the world of small business management practice. The paper commences with summary consideration of the predominantly unknowable, unpredictable external operating environment with which contemporary small businesses must cope if they are to survive and prosper. The util...

Business Marketing in a Supply Chainmanagement Environment: Implicationsfor Marketing

Objectives/characteristics of supply chain management are compared to marketing definitions. General conclusions for marketing: importance of mutual trust is increased, and marketer loses some autonomy and must be prepared to submit marketing process decisions to a joint team process involving seller, buyer and intermediary parties such as distribution channel members.

Marketing and business performance

Academics and managers have struggled for many years to understand and delineate the role of marketing in explaining business performance differences between firms. Most of the theory base for any such attempts has to be informed by strategic management theory, since the primary question that strategic management seeks to answer is why some firms outperform others over time. This paper synthesi...

Whither Business-to-Business Marketing Education?

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

Sustainability and business-to-business marketing: A framework and implications