ABSTRACT

Much commercial activity is not undertaken by billion-dollar multi-nationals but by a vast number of small enterprises. The key issue is the limited budget. A major company may spend much more than £10,000,000 on supporting a brand in a single year. A small family business or consultancy may only have total revenue of the order of £100 000 p.a. or less. Most often, there will be one person, often the owner, with marketing as one of their responsibilities. Two areas need special attention for SMEs: marketing research and communications.