Marketing in Small Businesses

Brian Kenny, Karen Dyson (Autoren)

Buch | Softcover

242 Seiten

2018
Routledge (Verlag)
978-1-138-68534-5 (ISBN)

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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.

Kenny, Brian; Dyson, Karen

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

Erscheinungsdatum	25.08.2018
Reihe/Serie	Routledge Library Editions: Small Business
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	385 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
ISBN-10	1-138-68534-8 / 1138685348
ISBN-13	978-1-138-68534-5 / 9781138685345
Zustand	Neuware