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Moving towards a control technique to help small firms monitor and control key marketing parameters: a survival aid

Reynolds, Paul Lewis, Day, John and Lancaster, Geoffrey A. (2001) Moving towards a control technique to help small firms monitor and control key marketing parameters: a survival aid. Management decision, 39 (2). pp. 113-120. ISSN 0025-1747

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    This article considers that one way
    to help the small- and medium-sized
    enterprise (SME) to survive is to
    offer it a robust but simple
    monitoring and control technique
    that would help it manage the
    business effectively and this, in
    turn, should help to increase its
    chances of survival. This technique
    should also be of interest to all
    people involved with monitoring or
    advising a large number of small
    enterprises or business units within
    a larger organization. For example,
    a bank manager or a small business
    consultant responsible for a
    portfolio of firms. The authors
    utilize process control techniques
    more often used in production and
    inventory control systems to
    demonstrate how one might
    monitor the marketing ``health'' of
    small firms.

    Item Type: Article
    Additional Information: © MCB University Press
    Uncontrolled Keywords: Small to medium-sized enterprises, Marketing management, Control, Business analysis, Consultancy
    Subjects: H Social Sciences > HF Commerce
    H Social Sciences > HG Finance
    Schools: The Business School

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    Depositing User: Sara Taylor
    Date Deposited: 23 Feb 2007
    Last Modified: 15 Sep 2010 12:02


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