Marketing in Small Businesses

1. Auflage 2018
ISBN: 978-1-138-68534-5
Verlag: Taylor & Francis

Buch, Englisch, 242 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 363 g

Reihe: Routledge Library Editions: Small Business

Written especially for owners and employees of small businesses, as well as students in this specialized area, this book, originally published in 1989, 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 the 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 and it also deals with specialist themes, notably international and government markets, franchising and technology. Case examples are included throughout the text, and detailed case studies are given at the end of each chapter.

Zielgruppe

General, Postgraduate, Professional, and Undergraduate

Autoren/Hrsg.

Kenny, Brian

Dyson, Karen

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Kleine und Mittlere Unternehmen
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Introduction 2. Adopting A Marketing Orientation 3. Understanding the Marketing Environment 4. Marketing Planning 5. Products and Services 6. Pricing 7. Distribution 8. Marketing Communications 9. Overseas Marketing 10. Marketing to MOD 11. Franchising 12. Marketing High Technology

Über Autor(innen)

Kenny, Brian; Dyson, Karen