Small businesses often fail due to poorly conceived marketing strategies. In other cases, overly-optimistic estimates of market potential foredoom an otherwise good marketing plan. This may be frequently the case in college towns. Entrepreneurs, might erroneously believe that the town can support a wide variety of businesses because it has a large student population.
CITATION STYLE
Skelly, G. U., Pressley, M. M., & Lundstrom, W. J. (2015). The College Town: Small Business Opportunity or Pitfall? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 533–534). Springer Nature. https://doi.org/10.1007/978-3-319-16946-0_126
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