Managing a Small Business One of the greatest needs of managers of business is to understand and develop marketing programs for their products and services. Business success is based on the ability to build a growing body of satisfied customers.
Marketing continues to be a mystery . . .
Often, the ad that generates record-breaking volume for a retail store one month is repeated the following month and bombs. A campaign designed by the best ad agency may elicit a mediocre response. The mystery eludes solution but demands attention. Your marketing results can be improved through a better understanding of your customers. This approach usually is referred to as the marketing concept.