Strategic Marketing Planning and Small Firms in Ireland

Abstract

This paper examines the strategic marketing planning activities of small firms in Ireland. We take the view that there is a need to evaluate current practice and make informed recommendations that can improve marketing practice. In this research, data was collected in three stages: firstly, depth interviews were conducted. The interviews were conducted with six marketing practitioners. Secondly, a questionnaire was circulated to examine the practices of small firms operating in the Republic of Ireland. In the third, and final stage an expert group was convened with three marketing specialists and three representatives from small business support agencies. The expert group used the findings from stage one and two to develop six recommendations for marketing practitioners working in and with small firms.