中小企業のマーケティング（第２版） Small Business Marketing （2ND）

Chaston, Ian

Palgrave Macmillan（2013/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 296 p.
• 言語 ENG
• 商品コード 9781137326003
• DDC分類 658.8

Full Description

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.

Contents

1. Philosophy and Process
2. Information Management
3. Risk Assessment
4. Small Firm Internal Competence
5. Market Positioning and Competitive Advantage
6. Marketing Planning
7. Product Management and Innovation
8. Promotion
9. Pricing and Distribution
10. Information and Operations
11. Service Marketing
12. International Marketing.