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Macmillan Higher Education Palgrave Higher Education

Small Business Marketing Management

ISBN 9780230347649
Publication Date January 2002
Formats Ebook 
Publisher Palgrave

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 appropriated marketing strategies can be used to enhance small business performance. This brand new text also considers the impact os 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 marketing and will be an invaluable resource for anyone interested in this dynamic sector of the economy.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -http://www.palgrave.com/business/chaston2/index.asp

IAN CHASTON is Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School. He is also Adjunct Professor of Entrepreneurship at UNITEC Auckland, New Zealand.

TERRY MANGLES is Principle Lecturer in IT at Plymouth Business School.

Philosophy and Process
Information Management
Risk Assessment
Small Firm Internal Competence
Market Positioning and Competitive Advantage
Marketing Planning
Product Management and Innovation
Promotion
Pricing and Distribution
Information and Operations
Service Marketing
International Marketing.

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