Small business marketing
Author(s)
Bibliographic Information
Small business marketing
Palgrave Macmillan, 2014
2nd ed
Available at 4 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
"First edition published 2002. This edition published 2014"--T.p. verso
Includes bibliographical references and index
Description and Table of Contents
Description
In this new edition of Small Business Marketing, Ian Chaston offers an insightful alternative to classicist and mainstream marketing theories, drawing upon personal experience to demonstrate how a combination of established theories and empirical evidence is the key to more successful marketing performance.
This book introduces students to all the key aspects of, and theories behind, the small business marketing process and encourages them to apply their knowledge to best suit different companies and scenarios.
Key Features:
- Introduction to classic marketing theory - and its relevance to SMEs
- The role of entrepreneurship
- Small firms' reaction and adaptation to the economic climate
- The pros and cons of internet marketing
- The introduction of social networking as a promotional opportunity
Small Business Marketing is the perfect companion for any undergraduate or postgraduate studying small business marketing.
Table of Contents
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.
by "Nielsen BookData"