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In recent years, the marketing focus among successful small firms has shifted away from mainstream marketing strategies, to more ‘offbeat’ practices characteristic of entrepreneurial marketing. This trend has been encouraged by the realisation that many administrative and conventional marketing practices may not be entirely suitable or attainable for small firms. In particular, researchers agree that the unique characteristics of the small firm serve as an important influence over their marketing decision-making, planning and level of activity. This exploratory research examines the marketing employed by a sample of small Tasmanian wineries. Using a qualitative approach, the researcher will explore the factors that influence the marketing small wineries pursue, and determine whether the findings are consistent with existing theoretical frameworks established to explain the small firm marketing phenomenon.

Item Type:	Refereed Conference Paper
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing not elsewhere classified
Objective Division:	Economic Framework
Objective Group:	Management and Productivity
Objective Field:	Marketing
Author:	Roach, G (Dr Gemma Lewis)
ID Code:	86525
Year Published:	2008
Deposited By:	Management
Deposited On:	2013-09-20
Last Modified:	2014-12-09
Downloads:	0