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A Marketing Strategy Analysis of Small Retailers

Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.