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Small Business Marketing By Ian Chaston

Small Business Marketing

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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.

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Small Business Marketing Summary


Small Business Marketing by Ian Chaston

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.

Customer Reviews - Small Business Marketing


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About Ian Chaston


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.

Table of 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.

Additional information

GOR008939930
Small Business Marketing by Ian Chaston
Ian Chaston
Used - Very Good
Paperback
Macmillan Education UK
2013-09-03
312
113732600X
9781137326003
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.