Small Business Marketing Management

Small Business Marketing Management

by Ian Chaston, Terry Mangles
     
 

ISBN-10: 0333980751

ISBN-13: 9780333980750

Pub. Date: 09/06/2002

Publisher: Palgrave Macmillan

Small Business Marketing Management 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

Overview

Small Business Marketing Management 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.
 
Companion Website: http://www.palgrave.com/business/chaston2/

Product Details

ISBN-13:
9780333980750
Publisher:
Palgrave Macmillan
Publication date:
09/06/2002
Edition description:
REV
Pages:
285
Product dimensions:
6.23(w) x 9.26(h) x 0.61(d)

Table of Contents

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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