Small business marketing

Summary: 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.

Record details

ISBN: 9781137326003
Physical Description: print
ix, 275 pages : illustrations ; 24 cm.
Edition: 2nd edition.
Publisher: Houndmills, Basingstoke, Hampshire ; Palgrave, 2014.

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references and index.

Formatted Contents Note:

Chapter 1: Philosophy and Process -- Chapter 2: Assessing and processing information -- Chapter 3: Risk assessment -- Chapter 4: Internal competence --Chapter 5: Marketing position -- Chapter 6: Marketing planning -- Chapter 7: Innovation -- Chapter 8: Promotion -- Chapter 9: Social media -- Chapter 10: Pricing and distribution -- Chapter 11: Information management -- Chapter 12 Service marketing -- Chapter 13: International marketing -- Chapter 14: Difficult futures -- Index.