Approaches to small firm marketing: challenges and opportunities

Abstract

This paper explores approaches to marketing by small firms in Ireland. Specifically the research studies the experience of small firms based in Donegal. The objective of this study was to identify the usage levels and effectiveness of marketing within small firms in Donegal. The researchers used both qualitative (depth interviews) and quantitative (survey) research to collect data from the target audience. Three primary issues emerged from the research. Firstly, small firms are limited by time and resources when trying to pursue marketing activities. Secondly, there is a lack of engagement with public bodies providing support and funding. Thirdly, there is a subsequent lack of marketing/business graduates being employed by small firms in Donegal. The findings of the study indicate that there is a need to improve the provision of marketing support to small firms, whether it is consultancy work by business/marketing specialists or support and guidance from government agencies.