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Macmillan Higher Education

Small Business Marketing (2nd Edition)

Author(s):
Publisher:

Palgrave

Pages: 312
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AVAILABLE FORMATS

Paperback - 9781137326003

01 October 2013

$59.99

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In this new edition of Small Business Marketing, Ian Chaston offers an insightful alternative to classicist and mainstream marketing theories, drawing upon personal experience to demonstrate how a combination of established...

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In this new edition of Small Business Marketing, Ian Chaston offers an insightful alternative to classicist and mainstream marketing theories, drawing upon personal experience to demonstrate how a combination of established theories and empirical evidence is the key to more successful marketing performance.

This book introduces students to all the key aspects of, and theories behind, the small business marketing process and encourages them to apply their knowledge to best suit different companies and scenarios.

Key Features:

• Introduction to classic marketing theory – and its relevance to SMEs
• The role of entrepreneurship
• Small firms' reaction and adaptation to the economic climate
• The pros and cons of internet marketing
• The introduction of social networking as a promotional opportunity

Small Business Marketing is the perfect companion for any undergraduate or postgraduate studying small business marketing.

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1. Content achieves a good balance between classical marketing theory and 'real world' case scenarios
2. Very strong in its coverage of recent research into the role of marketing in small firms
3. Demonstrates how the internet and ecommerce impacts upon small firm marketing processes
4. Covers lowcost alternatives to traditional marketing approaches, largely through use of social media, etc.
5. Ancillary content in support of the text available through the companion website, including downloadable marketing simulations

1. Philosophy and Process
2. Information Management
3. Risk Assessment
4. Small Firm Internal Competence
5. Market Positioning and Competitive Advantage
6. Marketing Planning
7. Product Management and Innovation
8. Promotion
9. Pricing and Distribution
10. Information and Operations
11. Service Marketing
12. International Marketing.

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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.

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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.

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