Marketing in Small Businesses / Edition 1

by Brian Kenny, Karen Dyson

Overview

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.

Product Details

ISBN-13:	9781138685314
Publisher:	Taylor & Francis
Publication date:	07/06/2016
Series:	Routledge Library Editions: Small Business
Pages:	242
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Kenny, Brian; Dyson, Karen

Table of Contents

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