Small Business Marketing
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Beschreibung
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.
Small Business Marketing demonstrates how small firm performance is impacted by effective marketing. Using published research and 'real world' case studies, it provides realistic management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance profits for small businesses.
1. Content achieves a good balance between classical marketing theory and 'real world' case scenarios
2. Very strong in its coverage of recent research into the role of marketing in small firms
3. Demonstrates how the internet and ecommerce impacts upon small firm marketing processes
4. Covers lowcost alternatives to traditional marketing approaches, largely through use of social media, etc.
5. Ancillary content in support of the text available through the companion website, including downloadable marketing simulations
Autor*in
Ian Chaston
Themen in »Small Business Marketing«
business Distribution information management innovation international marketing management marketing performance pricing product management Promotion service small business social media