Abrahams, Alan S.; Coupey, Eloise; Rajivadekar, Anuja; … - In: Journal of Research in Marketing and Entrepreneurship 14 (2012) 1, pp. 65-94
Purpose – At the marketing/entrepreneurship interface, most research concerns how entrepreneurs market their businesses …, rather than how advertisers market to entrepreneurs. The purpose of this study is to address this gap. Design … entrepreneurs, with particular attention to advertising content for known small business success factors. Findings – This study …