Marketing in Small Businesses

Brian Kenny, Karen Dyson

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Paperback

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English

Routledge
13 June 2018

Sales & marketing; Small businesses & self-employed

Series: Routledge Library Editions: Small Business

Written especially for owners and employees of small businesses, as well as students in this specialized area, this book, originally published in 1989, is a concise introduction to marketing in the small business. It focuses on the nature of marketing and the benefits of its applications, even where resources are limited. Stressing the marketing strategy issues and the need for marketing information, it discusses the scope and limitations of marketing and its relevance for small businesses. The book covers specific areas of marketing decisions relating to product, pricing, distribution and promotion and it also deals with specialist themes, notably international and government markets, franchising and technology. Case examples are included throughout the text, and detailed case studies are given at the end of each chapter.

By: Brian Kenny, Karen Dyson
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 385g
ISBN: 9781138685345
ISBN 10: 1138685348
Series: Routledge Library Editions: Small Business
Pages: 242
Publication Date: 13 June 2018
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

1. Introduction 2. Adopting A Marketing Orientation 3. Understanding the Marketing Environment 4. Marketing Planning 5. Products and Services 6. Pricing 7. Distribution 8. Marketing Communications 9. Overseas Marketing 10. Marketing to MOD 11. Franchising 12. Marketing High Technology

Kenny, Brian; Dyson, Karen