Title: AMA complete guide to small business marketing /
Authors: Cook, Kenneth J.
Publisher: American Marketing Association ; NTC Business Books,
Year: 1993
Subjects: Marketing Management; Small business United States Management; Small business marketing.
Abstract: "The AMA Complete Guide to Small Business Marketing is an action-based handbook that provides you with the marketing know-how and the practical help you need to make your business grow." "This book follows four critical steps to creating a marketing program that is built around the needs and objectives of your company. From analyzing key markets to developing marketing and sales plans to penetrate them, it will help you identify new opportunities and steer your business towards greater success. At each stage, a series of "action points" offers expert guidance on implementing the marketing decisions you make." "Concise and easy to use, this book also features a number of time-saving questionnaires and worksheets. Complete them as you read and when you have finished the book you will have developed a comprehensive marketing plan, tailored for your business." "Developed by small business specialist Ken Cook with the American Marketing Association, this proven marketing program is an essential resource for all business owners, managers and entrepreneurs ready for growth."--Jacket.
Contents: Selecting target markets -- Analyzing target markets -- Rating target markets -- Developing sales plans.