Small Business Marketing Management
Publisher: Palgrave Macmillan; Palgrave
Published: September 6, 2002
Language: eng
Format: Paperback
Number of pages: 285
ISBN-13: 9780333980750
Subjects: Entrepreneurship; Sales & marketing management; Business & Economics; Business / Economics / Finance; Textbooks; Business/Economics; Management - General; Marketing - General; Business & Economics / Management; Management; Marketing; Small business
First sentence: All firms, no matter their size, are dependant for their long-term survival upon customers purchasing a sufficient volume of products or services at a price which causes total revenue to exceed operating costs.
Description: "Small Business Marketing Management uses both published research and real-world case studies to provide students with an understanding of the key aspects of the small business marketing process. Realistic, validated-through-research management models and theories reveal how appropriate marketing strategies can be used to enhance small business performance. This brand new text also considers the impact of e-commerce and the Internet on the development of small businesses and the increasingly important role of the entrepreneur in the new economy." "Small Business Marketing Management is essential reading for undergraduate and postgraduate students studying small business maketing and will be an invaluable resource for anyone interested in this dynamic sector of the economy."--Jacket.