small firms marketing, marketing planning, qualitative study


The purpose of this paper is to obtain a better understanding of how marketing is understood and practised by Slovenian small companies. Semi-structured, in-depth interviews were conducted with 25 small firm owners/managers. The main findings of our exploratory study suggest that the marketing style of Slovenian small firms is presumably similar to that of their Western counterparts. Marketing tends to be narrowly understood as tactics/methods (most often as being synonymous with advertising), with no person particularly responsible for it. Marketing plans often exist only in the heads of the owners/managers and usually have a short-term focus with very broadly defined objectives.