{"id":"https://openalex.org/W77311867","doi":null,"title":"Dealing with Limited Financial Resources: A Marketing Challenge for Small Business","display_name":"Dealing with Limited Financial Resources: A Marketing Challenge for Small Business","publication_year":1991,"publication_date":"1991-10-01","ids":{"openalex":"https://openalex.org/W77311867","mag":"77311867"},"language":"en","primary_location":{"id":"mag:77311867","doi":null,"is_oa":false,"landing_page_url":"https://www.questia.com/library/journal/1G1-11720715/dealing-with-limited-financial-resources-a-marketing","pdf_url":null,"source":{"id":"https://openalex.org/S78792899","display_name":"Journal of Small Business Management","issn_l":"0047-2778","issn":["0047-2778","0447-2778","1540-627X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-2","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Journal of Small Business Management","raw_type":null},"volume":null,"type":"article","indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5030520570","display_name":"J. Donald Weinrauch","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"J. Donald Weinrauch","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5079553640","display_name":"O. Karl Mann","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"O. Karl Mann","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":null,"display_name":"Patricia A. Robinson","orcid":"https://orcid.org/0000-0003-2077-9894","observed_orcids":["https://orcid.org/0000-0003-2077-9894"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Patricia A. Robinson","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0003-2077-9894","affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5051267123","display_name":"Julia Pharr","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Julia Pharr","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":2500,"currency":"USD","value_usd":2500},"apc_paid":null,"fwci":2.5928,"has_fulltext":false,"cited_by_count":107,"citation_normalized_percentile":{"value":0.89305693,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"29","issue":"4","first_page":"44","last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9185000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9185000061988831,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.046300001442432404,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.006200000178068876,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/small-business-marketing","display_name":"small business marketing","score":0.9210000038146973},{"id":"https://openalex.org/keywords/low-cost-marketing","display_name":"low-cost marketing","score":0.8289999961853027},{"id":"https://openalex.org/keywords/strategic-marketing","display_name":"strategic marketing","score":0.41600000858306885},{"id":"https://openalex.org/keywords/marketing-practice","display_name":"marketing practice","score":0.36000001430511475},{"id":"https://openalex.org/keywords/marketing-pricing","display_name":"marketing pricing","score":0.33000001311302185},{"id":"https://openalex.org/keywords/market-promotion","display_name":"marketing promotion","score":0.45100000500679016}],"concepts":[{"id":"https://openalex.org/C2777973936","wikidata":"https://www.wikidata.org/wiki/Q1109680","display_name":"Small business","level":2,"score":0.7140656113624573},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7070508003234863},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.6698992252349854},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5279238224029541},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.4356972873210907},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.36366212368011475},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.3251084089279175}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:77311867","doi":null,"is_oa":false,"landing_page_url":"https://www.questia.com/library/journal/1G1-11720715/dealing-with-limited-financial-resources-a-marketing","pdf_url":null,"source":{"id":"https://openalex.org/S78792899","display_name":"Journal of Small Business Management","issn_l":"0047-2778","issn":["0047-2778","0447-2778","1540-627X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-2","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"Journal of Small Business Management","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W3043428241","https://openalex.org/W4400802896","https://openalex.org/W6931084221","https://openalex.org/W2601395837","https://openalex.org/W6893132707","https://openalex.org/W583973890","https://openalex.org/W2926119215","https://openalex.org/W2786920804","https://openalex.org/W212709732","https://openalex.org/W563759694"],"abstract_inverted_index":{"DEALING":[0],"WITH":[1],"LIMITED":[2],"FINANCIAL":[3],"RESOURCES:":[4],"A":[5,11,67],"MARKETING":[6],"CHALLENGE":[7],"FOR":[8],"SMALL":[9],"BUSINESS":[10],"broadening":[12],"topic":[13],"of":[14,18,27,69,187,192,197,239,276,293,367,395,404,472,497,519],"research":[15,29,43,433,492],"is":[16,44,142,223],"enhancement":[17],"marketing":[19,37,84,141,176,253,280,310,340,350,368,386,468],"practices":[20,281],"within":[21,342],"small":[22,32,47,75,109,195,207,212,258,269,299,319,344,358,448,466,481,498,521],"business":[23,33,110,208,229,240,259,270,300,320,359,449,467,482,522],"firms.":[24],"One":[25],"focus":[26],"this":[28],"has":[30],"been":[31],"owners'":[34,271,301,321,334,383],"experiences":[35],"with":[36,137,307,328,444,500],"under":[38],"tight":[39],"financial":[40,53,130,406],"constraints.":[41],"Such":[42,491],"critical":[45],"because":[46],"businesses":[48,213,499],"often":[49],"operate":[50],"on":[51,516],"a":[52,57,107,143,193,308,421,517],"razor's":[54],"edge,":[55],"and":[56,103,121,132,145,274,303,373,389,408,418,454,463,524],"minor":[58],"miscalculation":[59],"in":[60,185,217,226,236,284,430,442],"revenues":[61],"or":[62,201,244,529],"expenses":[63],"could":[64,493],"be":[65,150,157,178],"fatal.":[66],"number":[68],"previous":[70,162],"writers":[71],"have":[72,80,411],"emphasized":[73],"that":[74,174,182,211,267,339,352,452],"firms,":[76],"unlike":[77],"larger":[78,329],"businesses,":[79],"limited":[81,129,309,405,440,508],"funds":[82],"for":[83,152,158,170,255,356,415,531],"(Buskirk":[85],"1987,":[86,92,96,100,102],"Davis":[87],"1985,":[88],"Goldstein":[89],"1984,":[90],"Hills":[91],"Mehra":[93],"1982,":[94],"Sheth":[95],"Morganosky":[97],"1988,":[98,261],"Stasch":[99],"Weinrauch":[101,165,262],"Wortman":[104],"1987).":[105],"As":[106],"result,":[108],"owners":[111,450,483],"should":[112,410,426],"seek":[113,134,485],"creative,":[114],"low-cost":[115,175],"ways":[116],"to":[117,123,133,279,297,326,400,461,487,503],"market":[118],"their":[119,324,343,507],"products":[120],"services,":[122],"identify":[124,298,318,347],"the":[125,198,227,237,257,285,291,313,333,337,357,363,382,401,424,495],"problems":[126,355,474],"caused":[127],"by":[128,164,371],"resources,":[131,407],"help":[135,494],"dealing":[136,306],"such":[138],"problems.":[139],"Low-cost":[140],"relative":[144],"nebulous":[146],"concept.":[147],"What":[148,470],"might":[149],"affordable":[151],"one":[153],"company":[154],"may":[155,177],"not":[156],"another.":[159],"Nevertheless,":[160],"two":[161],"articles":[163],"(1987)":[166],"provide":[167],"some":[168,249,412],"basis":[169],"discussion.":[171],"They":[172],"state":[173],"explained":[179],"as":[180],"strategies":[181],"cost":[183],"little":[184],"terms":[186],"actual":[188],"dollars":[189],"spent,":[190],"consist":[191],"very":[194],"percentage":[196],"total":[199],"budget,":[200],"cost-effectively":[202],"enhance":[203],"sales":[204],"revenue.":[205],"Intuitively,":[206],"researchers":[209],"know":[210],"are":[214,234,282,353,398,439,457,478],"quite":[215],"innovative":[216],"adopting":[218],"shoestring":[232],"approaches.":[220],"This":[221,288],"perception":[222],"sometimes":[224],"highlighted":[225],"popular":[228,365],"literature.":[230,286],"Many":[231],"approaches":[233],"reported":[235],"form":[238],"vignettes,":[241],"anecdotal":[242],"stories,":[243],"occasional":[245],"case":[246],"studies.":[247],"Moreover,":[248],"recent":[250],"books":[251],"dramatize":[252],"techniques":[254],"bootstrapping":[256],"(Davidson":[260],"1989).":[263],"However,":[264],"empirical":[265],"studies":[266],"record":[268],"experiences,":[272],"perceptions,":[273],"levels":[275],"success":[277,392],"related":[278],"lacking":[283],"PURPOSE":[287],"article":[289],"highlights":[290],"results":[292,409],"an":[294],"exploratory":[295],"study":[296],"attitudes":[302,322,335],"perceptions":[304],"concerning":[305,323],"budget.":[311],"Specifically,":[312],"purpose":[314],"was":[315,514],"to:":[316],"*":[317,331,346,361,374],"ability":[325],"compete":[327],"businesses;":[330,345],"examine":[332],"about":[336],"importance":[338],"plays":[341],"selected":[348],"strategic":[349],"areas":[351],"posing":[354],"owners;":[360,372],"determine":[362,375],"most":[364],"sources":[366],"assistance":[369,387,486],"used":[370],"if":[376],"any":[377],"significant":[378,438],"correlations":[379],"exist":[380],"between":[381],"attitudes,":[384],"problems,":[385],"used,":[388],"various":[390],"traditional":[391],"measures.":[393],"All":[394],"these":[396],"objectives":[397],"tied":[399],"major":[402],"issue":[403],"interesting":[413],"implications":[414],"both":[416],"educators":[417,453],"practitioners.":[419],"From":[420],"theoretical":[422],"perspective,":[423],"findings":[425],"also":[427],"generate":[428],"interest":[429],"previously":[431],"overlooked":[432],"areas.":[434],"For":[435],"instance,":[436],"how":[437],"finances":[441,477],"competing":[443],"large":[445],"companies?":[446],"Do":[447,480],"feel":[451],"government":[455],"officials":[456],"paying":[458],"enough":[459],"attention":[460],"developing":[462],"communicating":[464],"effective":[465],"strategies?":[469],"type":[471],"marketing-related":[473],"prevail":[475],"when":[476],"constrained?":[479],"diligently":[484],"overcome":[488],"budgetary":[489],"constraints?":[490],"multitude":[496],"shallow":[501],"pockets":[502],"more":[504],"effectively":[505],"use":[506],"resources.":[509],"METHODOLOGY":[510],"The":[511],"survey":[512],"instrument":[513],"pre-tested":[515],"group":[518],"25":[520],"owners,":[523],"ambiguous":[525],"questions":[526],"were":[527],"deleted":[528],"reworded":[530],"clarity.":[532],"\u2026":[533]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":6},{"year":2015,"cited_by_count":10},{"year":2014,"cited_by_count":5},{"year":2013,"cited_by_count":8},{"year":2012,"cited_by_count":11}],"updated_date":"2026-09-29T14:09:16.559479","created_date":"2016-06-24T00:00:00"}