Marketing Sourcebook for Small Business
Published on 26. June 1989
Book
Hardback
352 pages
978-0-471-61512-5 (ISBN)
Description
Presenting practical approaches, backed up by examples and case histories, this book describes how businesses can create and maintain a 'position' in the public mind, without having to continuously devise new marketing strategies. It is based on the author's work with over 250 small- to medium-sized companies.
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
Ill.
Dimensions
Height: 63 mm
Width: 42 mm
Weight
680 gr
ISBN-13
978-0-471-61512-5 (9780471615125)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
A new ball game: positioning, marketing in the 1990s; you are what you project; the age of image; redefining your business; precision targeting; positioning approaches - advertising your position; public relations and promotion for positioning; location and positioning; the impact of financial image; positioning within selected industries - building the professional service firm; becoming a retail institution - Macdonalds and other tales; obtaining key vendor status; the customer and your business - the marketing team; selling - the newest profession; staying in the forefront; self-assessment - cases.