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    THE EFFECTIVENESS OF MARKETING MIX DECISIONS MADE IN THE FAMILY BUSINESSES HAVING INSTITUTIONALIZATION PROBLEMS
    (Varazdin Development & Entrepreneurship Agency, 2013) Yucel, Mustafa; Yildirim, Yildirim
    This study was designed as theoretical and analyzed characteristics of family companies. In additon, we elaborate on management and administration problems of family-owned companies. The concept of unstitutonalization is defined and announced that the causes of the problems of intitutionalization. In this study, how marketing function is being carried out in family businesses and marketing issues of small businesses are examined. A function that is related to marketing - from pricing to advertising, customer relations to distribution were discussed in detail. As a result we present a few suggestions about marketing decisions taken in the family businesses. We believe that these suggestions will be important for each company which is defined as a small businesses.