Small Business Marketing

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Chaston, Ian

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ISBN:9781137326003
Editorial: Palgrave
Fecha de la edición:2013
Número de la edición: 2
Encuadernación:
Nº Pág.:312
Idiomas:Ingles

Materias:

/ Marketing

Small Business Marketing Management uses both published research and real-world case studies to provide students with an understanding of the key aspects of the small business marketing process. Realistic, validated-through-research management models and theories reveal how appropriated marketing strategies can be used to enhance small business performance. This brand new text also considers the impact os e-commerce and the internet on the development of small businesses and the increasingly important role of the entrepreneur in the new economy. Small Business Marketing Management is essential reading for undergraduate and postgraduate students studying small business marketing and will be an invaluable resource for anyone interested in this dynamic sector of the economy. Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/chaston2/index.asp

1. Philosophy and Process 2. Information Management 3. Risk Assessment 4. Small Firm Internal Competence 5. Market Positioning and Competitive Advantage 6. Marketing Planning 7. Product Management and Innovation 8. Promotion 9. Pricing and Distribution 10. Information and Operations 11. Service Marketing 12. International Marketing