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ABSTRACT. Marketing communication activities undertaken by entrepreneurs and small business owners is an area of study with many opportunities for academicians, practitioners and small business planners to explore. Despite the opportunities for building knowledge in this area, a lack of proper understanding of how entrepreneurs and small business owners view and use marketing communications is widespread. This study seeks to address how small business owners in a mid-sized metropolitan area in a largely rural state view and use marketing communication in their ventures. By utilizing an Internet-based survey conducted statewide, the researchers in this project seek to develop a greater understanding of how entrepreneurs and small business owners develop messages, understand target audiences and whether or not advertising is seen as a successful part of their businesses. pp. 45-68

Joseph R. Bell
John R. Hendon
Richard D. Parker
University of Arkansas at Little Rock

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