The marketing sourcebook for small business
By: Jeffrey P. Davidson.
Publisher: Wiley
Published: 1989
Place of publication: New York
Language: eng
Number of pages: 325
Subjects: Marketing -- Handbooks, manuals, etc; Public relations -- Handbooks, manuals, etc
Description: A marketing and public relations handbook that provides step-by-step tools for identifying prospects, positioning products or services clearly and appropriately, and selling them more successfully.
Notes: Bibliography: p. 315-317.
Includes index.
Table of contents: title: Positioning, marketing, and the 1990s; title: You are what you project; title: the age of image; title: Redefining your business; title: Precision targeting; title: Advertising for position; title: Public relations and promotion for positioning; title: Location and positioning; title: The impact of financial image; title: Building the professional service firm; title: Becoming a retail institution; title: McDonald's and other tales; title: Attaining key vendor status; title: The marketing team; title: Selling; title: the newest profession; title: Staying in the forefront; title: Self-assessment : customers won and customers lost; title: Cases: The accounting firm that wanted to be exciting. Custom builders; title: a position in search of new markets. A small shopping center competing with giants; title: Appendices: Roster of new terms and concepts introduced. Marketing associations.