TITLE

Small companies need niche, fancy footwork to outmarket their '600-pound gorilla' competitors

PUB. DATE
March 1982
SOURCE
Marketing News;3/19/1982, Vol. 15 Issue 19, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on small companies' requirements to outmarket their competitors. According to John Murray, director of marketing in Elkhart, Indiana-based Geocel, marketing principles applied by small and large companies are the same but, marketing executions are different. Marketing managers of small companies need to scratch harder because of companies' smallness. A small firm must understand consumers clearly and determine which of their needs are not fulfilled. Smaller companies have an advantage to correct their mistakes quickly.
ACCESSION #
19002974

 

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