ABSTRACT
Customer satisfaction is the primary aim of marketing. In focusing on the future the enterprise ensures the best possible chance of attaining long-term stability and competitive standing. For the small enterprise faced with limited resources and the day-to-day pressures of business, marketing may sometimes seem an unnecessary luxury. However, as the enterprise moves along the growth cycle, the pressure for systematic planning and the associated information needs increases. The added cost of implementing the marketing function must be weighed against the possible consequences of living with a greater level of risk and uncertainty.
