ABSTRACT
There is increasing interest among marketing researchers and practitioners regarding the important differences in marketing techniques and research strategies employed by smallto-medium and micro enterprises (SMEs) when compared with large corporations. Existing literature reports the use of different marketing approaches adopted by SMEs and large corporations, and that firm size is a key factor in influencing marketing approach (Coviello et al., 2000; Collinson and Shaw, 2001; Gaddefors and Anderson, 2008; Jones and Rowley, 2009).
