Small business marketing management

著者

書誌事項

Small business marketing management

Ian Chaston and Terry Mangles

Palgrave, 2002

  • : hbk
  • : pbk

大学図書館所蔵 件 / 全19件

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注記

Includes bibliographies and index

内容説明・目次

巻冊次

: pbk ISBN 9780333980750

内容説明

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

目次

Philosophy and Process Information Management Risk Assessment Small Firm Internal Competence Market Positioning and Competitive Advantage Marketing Planning Product Management and Innovation Promotion Pricing and Distribution Information and Operations Service Marketing International Marketing
巻冊次

: hbk ISBN 9780333990308

内容説明

This title is designed to demonstrate how small firm performance is impacted by effective marketing. The text uses both published research and "real world" case studies to provide a text covering the key aspects of the small business marketing process. As such it provides realistic, validated-through-research management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance small firm performance.

目次

  • Philosophy and process
  • information management
  • risk assessment
  • small firm internal competence
  • market positioning and competitive advantage
  • marketing planning
  • product management and innovation
  • promotion
  • pricing and distribution
  • information and operations
  • service marketing
  • international marketing.

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