Small businesses, usually under owner/ manager control, can suffer through a lack of knowledge and understanding of marketing planning practices. Often practices, if they exist at all, are founded on traditional industry practices and experiences which may not be suitable when translated into...

There is growing acknowledgement that companies are engaging in both transaction‐ and relationship‐marketing activity. However, apart from a small body of work, little consideration has been paid to the management and implementation challenges involved in conducting both types of marketing...