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Relationships, marketing and small business: an exploration of links in theory and practice

机译：关系，营销与小企业：理论与实践之间的联系探索

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摘要

This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those of small business, particularly entrepreneurial small business. Given these theoretical similarities and the ensuing symmetry of actions and behaviours described in theory, the research question is posed, how does an appreciation of these links aid our understanding of entrepreneurial practices? The question is addressed by employing a participant observation methodology to create a case study of one small rural firm and by inductive analysis techniques. The findings show that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action. This leads one to suggest that it may be useful to reconsider relationship marketing as a facet of entrepreneurship.
机译：本文探讨了营销与小企业理论与实践之间的联系。文献综述强调了营销的更高级概念化，特别是关系营销，与小企业，特别是创业型小企业的紧密联系。考虑到这些理论上的相似性以及理论上描述的随之而来的行为和行为的对称性，提出了研究问题，对这些联系的理解如何帮助我们理解创业实践？通过采用参与者观察方法来创建一个小型农村企业的案例研究并通过归纳分析技术来解决该问题。研究结果表明，很难将关系营销的实践与企业家行为区分开或什至加以区分。这导致人们提出，重新考虑关系营销作为企业家精神的一个方面可能是有用的。

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