Marketing in Small Businesses
Marketing in Small Businesses is written especially for owners and employees of small businesses, as well as students in this specialised area. Originally published in 1989, this book is a concise introduction to marketing in the small business. It focuses on the nature of marketing and the benefits of its applications, even where resources are limited.
Stressing marketing strategy issues and the need for marketing information, it discusses the scope and limitations of marketing and its relevance for small businesses. The book covers specific areas of marketing decisions relating to product, pricing, distribution, and promotion. It also deals with specialist themes, notably international and government markets, franchising, and technology.
Case examples are included throughout the text, with detailed case studies provided at the end of each chapter.
Marketing in Small Businesses is written especially for owners and employees of small businesses, as well as students in this specialised area. Originally published in 1989, this book is a concise introduction to marketing in the small business. It focuses on the nature of marketing and the benefits of its applications, even where resources are limited.
Stressing marketing strategy issues and the need for marketing information, it discusses the scope and limitations of marketing and its relevance for small businesses. The book covers specific areas of marketing decisions relating to product, pricing, distribution, and promotion. It also deals with specialist themes, notably international and government markets, franchising, and technology.
Case examples are included throughout the text, with detailed case studies provided at the end of each chapter.
Description
Marketing in Small Businesses is written especially for owners and employees of small businesses, as well as students in this specialised area. Originally published in 1989, this book is a concise introduction to marketing in the small business. It focuses on the nature of marketing and the benefits of its applications, even where resources are limited.
Stressing marketing strategy issues and the need for marketing information, it discusses the scope and limitations of marketing and its relevance for small businesses. The book covers specific areas of marketing decisions relating to product, pricing, distribution, and promotion. It also deals with specialist themes, notably international and government markets, franchising, and technology.
Case examples are included throughout the text, with detailed case studies provided at the end of each chapter.
