This title 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.
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
IAN CHASTON is Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School. He is also Adjunct Professor of Entrepreneurship at UNITEC Auckland, New Zealand. TERRY MANGLES is Principle Lecturer in IT at Plymouth Business School.