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A study of the effects of marketing ...

Bruce, Roxanne M.

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A study of the effects of marketing on small business revenue generation as represented by small farms.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A study of the effects of marketing on small business revenue generation as represented by small farms./
Author:	Bruce, Roxanne M.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	170 p.
Notes:	Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
Contained By:	Dissertation Abstracts International78-08A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10257603
ISBN:	9781369614527

A study of the effects of marketing on small business revenue generation as represented by small farms.
Bruce, Roxanne M.

A study of the effects of marketing on small business revenue generation as represented by small farms. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 170 p.

Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.

Thesis (D.B.A.)--Capella University, 2017.

In 2012 small businesses numbered close to 23 million and were considered vital to their communities. Research argues that small business marketing strategies should be studied through case analysis, as it is both complex and sensitive to connect with the individuals operating these small businesses. The purpose of this study was to explore small businesses marketing through the lens of small farms located in the state of Maine. Small farms are both vital to their communities and excellent examples of small business. Each farm must perform functions including production, shipping, marketing, repairs, and much more. To address the specific problem that direct to consumer (DTC) sales for small farms in Maine are increasing, profitability is not. The researcher utilized an exploratory design based on qualitative methods with an embedded single-case design, with the unit being defined as Small Farms; the Total System defined as: DTC marketing model and digital media platforms; the Individual level is defined as: the skill set of the business owner, budget of the business, number of employees, and overall individual business profile. Previous research believed that for a small business to increase profitability, it must concentrate on marketing through customer retention via relational marketing. For the most part, the results gathered by the researcher also pointed to the beliefs of prior research. What was not expected was the resulting information from the data collection that pointed toward individual personality of the farm owner playing an important part in the relationship of sales.

ISBN: 9781369614527Subjects--Topical Terms:

536353
Marketing.

A study of the effects of marketing on small business revenue generation as represented by small farms.
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