Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting....

Purpose – Despite rising graduate unemployment in the UK, there are insufficient numbers of graduates employed in small and medium sized-enterprises (SMEs). The literature suggests that a teaching emphasis on large organisational business models in higher education institutions, particularly...