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The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett
| The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett |
| Autore | Everett Robert F |
| Pubbl/distr/stampa | Westport, Conn., : Praeger, 2009 |
| Descrizione fisica | 1 online resource (198 p.) |
| Disciplina | 658.8 |
| Collana | The entrepreneur's guide |
| Soggetto topico |
Marketing - Management
Marketing - Decision making Small business marketing Sales management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-42068-2
9786612420689 0-313-35049-3 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Marketing demystified -- Marketing applied : a strategic overview of marketing -- What do I want? -- Your market and what it needs -- Your operational environment -- Assessing your own capabilities -- Identifying and evaluating your competitors -- Positioning your product or service -- Pricing your products and services -- Deciding on your marketing strategy -- Developing and delivering your message -- Getting your message out there -- Selling effectively and ethically -- Standing by your word -- Calling in the pros -- Conclusion. |
| Record Nr. | UNINA-9910455498003321 |
Everett Robert F
|
||
| Westport, Conn., : Praeger, 2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett
| The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett |
| Autore | Everett Robert F |
| Pubbl/distr/stampa | Westport, Conn. : , : Praeger Publishers, , 2008 |
| Descrizione fisica | 1 online resource (198 p.) |
| Disciplina | 658.8 |
| Collana | The entrepreneur's guide |
| Soggetto topico |
Marketing - Decision making
Marketing - Management Sales management Small business marketing |
| ISBN |
979-84-00-64658-4
1-282-42068-2 9786612420689 0-313-35049-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Marketing demystified -- Marketing applied : a strategic overview of marketing -- What do I want? -- Your market and what it needs -- Your operational environment -- Assessing your own capabilities -- Identifying and evaluating your competitors -- Positioning your product or service -- Pricing your products and services -- Deciding on your marketing strategy -- Developing and delivering your message -- Getting your message out there -- Selling effectively and ethically -- Standing by your word -- Calling in the pros -- Conclusion. |
| Record Nr. | UNINA-9910777951203321 |
|
Everett Robert F
|
||
| Westport, Conn. : , : Praeger Publishers, , 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett
| The entrepreneur's guide to marketing [[electronic resource] /] / Robert F. Everett |
| Autore | Everett Robert F |
| Pubbl/distr/stampa | Westport, Conn. : , : Praeger Publishers, , 2008 |
| Descrizione fisica | 1 online resource (198 p.) |
| Disciplina | 658.8 |
| Collana | The entrepreneur's guide |
| Soggetto topico |
Marketing - Decision making
Marketing - Management Sales management Small business marketing |
| ISBN |
979-84-00-64658-4
1-282-42068-2 9786612420689 0-313-35049-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Marketing demystified -- Marketing applied : a strategic overview of marketing -- What do I want? -- Your market and what it needs -- Your operational environment -- Assessing your own capabilities -- Identifying and evaluating your competitors -- Positioning your product or service -- Pricing your products and services -- Deciding on your marketing strategy -- Developing and delivering your message -- Getting your message out there -- Selling effectively and ethically -- Standing by your word -- Calling in the pros -- Conclusion. |
| Record Nr. | UNINA-9910814656403321 |
|
Everett Robert F
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| Westport, Conn. : , : Praeger Publishers, , 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to market, advertise, and promote your business or service in your own backyard [[electronic resource] /] / Tom Egelhoff
| How to market, advertise, and promote your business or service in your own backyard [[electronic resource] /] / Tom Egelhoff |
| Autore | Egelhoff Tom |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, c2008 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 658.8 |
| Soggetto topico |
Small business - Management
Small business marketing New business enterprises - Management Advertising Sales promotion |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-281-38169-1
9786611381691 0-470-29542-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How to Market, Advertise, and Promote Your Business or Service in Your Own Backyard; CONTENTS; FOREWORD; Preface: Why You Need This Book; ACKNOWLEDGMENTS; Introduction: Small Town 101; The Miracle Mile; How Small Towns Work; Expertise: Have You Got It?; Learn the Ways of a Tiger; Knowledge Is Power; Chapter 1: The Small Town Marketing Plan; Getting Started; Chapter 2: Step 1: Business Resume: Who Are You?; Resume Background Questions; Chapter 3: Step 2: SWOT?; Strengths; Weaknesses; Opportunities; Threats; The Parts of SWOT; Chapter 4: Step 3: Sales Forecasting
First Things First (How Does the Selling Process Really Work?)Seven Selling Steps; Sales Forecasting Principles and Tools; Chapter 5: Step 4: Who and Where Are Your Customers?; Finding the Target; Chapter 6: Step 5: How to Create Your Plan and Make It Work; Marketing Objective; Marketing Strategy; Rules for Creating a Plan; Chapter 7: Step 6: How to Position Your Business; Who's First?; Town versus City; Set Yourself Apart; Reflect Reality; Chapter 8: How to Create an Advertising Plan in Your Own Backyard; Start by Knowing What Advertising Is; Four Basic Advertising Questions Final Thoughts on Small Town Advertising PlansAdvertising: Learn from the Mistakes of Others; Chapter 9: Step 7: What Do We Say, How Do We Say It, and Where Do We Say It?; Products or Services: What Are You Selling?; Next, the Message: Who Do You Talk to and How Do You Say It?; Summary of Advertising in General; Chapter 10: Step 8: Design a Marketing Calendar; How to Set Up and Design a Marketing and Advertising Calendar; Chapter 11: Step 9: Execute Your Plan; Chapter 12: Step 10: Is Your Plan Working?; What's the Plan-If the Plan Isn't Working?; Last but Not Least Chapter 13: Small Town Success PrinciplesChapter 14: Small Town Advertising; Chapter 15: Small Town Promotion; How to Bring Them In; Chapter 16: Home-Based Marketing Success Principles; The Scenery Never Changes; Discipline Yourself at Home; Around the House; Image; Brochures and Postcards; Final Thoughts; SMALL BUSINESS MARKETING AND ADVERTISING IDEAS, TIPS, AND TRICKS; Tips for Success on the Internet; Last but Not Least; SOME FINAL THOUGHTS; INDEX |
| Record Nr. | UNINA-9910454191003321 |
|
Egelhoff Tom
|
||
| Hoboken, N.J., : John Wiley & Sons, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to market, advertise, and promote your business or service in your own backyard [[electronic resource] /] / Tom Egelhoff
| How to market, advertise, and promote your business or service in your own backyard [[electronic resource] /] / Tom Egelhoff |
| Autore | Egelhoff Tom |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, c2008 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 658.8 |
| Soggetto topico |
Small business - Management
Small business marketing New business enterprises - Management Advertising Sales promotion |
| ISBN |
1-281-38169-1
9786611381691 0-470-29542-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How to Market, Advertise, and Promote Your Business or Service in Your Own Backyard; CONTENTS; FOREWORD; Preface: Why You Need This Book; ACKNOWLEDGMENTS; Introduction: Small Town 101; The Miracle Mile; How Small Towns Work; Expertise: Have You Got It?; Learn the Ways of a Tiger; Knowledge Is Power; Chapter 1: The Small Town Marketing Plan; Getting Started; Chapter 2: Step 1: Business Resume: Who Are You?; Resume Background Questions; Chapter 3: Step 2: SWOT?; Strengths; Weaknesses; Opportunities; Threats; The Parts of SWOT; Chapter 4: Step 3: Sales Forecasting
First Things First (How Does the Selling Process Really Work?)Seven Selling Steps; Sales Forecasting Principles and Tools; Chapter 5: Step 4: Who and Where Are Your Customers?; Finding the Target; Chapter 6: Step 5: How to Create Your Plan and Make It Work; Marketing Objective; Marketing Strategy; Rules for Creating a Plan; Chapter 7: Step 6: How to Position Your Business; Who's First?; Town versus City; Set Yourself Apart; Reflect Reality; Chapter 8: How to Create an Advertising Plan in Your Own Backyard; Start by Knowing What Advertising Is; Four Basic Advertising Questions Final Thoughts on Small Town Advertising PlansAdvertising: Learn from the Mistakes of Others; Chapter 9: Step 7: What Do We Say, How Do We Say It, and Where Do We Say It?; Products or Services: What Are You Selling?; Next, the Message: Who Do You Talk to and How Do You Say It?; Summary of Advertising in General; Chapter 10: Step 8: Design a Marketing Calendar; How to Set Up and Design a Marketing and Advertising Calendar; Chapter 11: Step 9: Execute Your Plan; Chapter 12: Step 10: Is Your Plan Working?; What's the Plan-If the Plan Isn't Working?; Last but Not Least Chapter 13: Small Town Success PrinciplesChapter 14: Small Town Advertising; Chapter 15: Small Town Promotion; How to Bring Them In; Chapter 16: Home-Based Marketing Success Principles; The Scenery Never Changes; Discipline Yourself at Home; Around the House; Image; Brochures and Postcards; Final Thoughts; SMALL BUSINESS MARKETING AND ADVERTISING IDEAS, TIPS, AND TRICKS; Tips for Success on the Internet; Last but Not Least; SOME FINAL THOUGHTS; INDEX |
| Record Nr. | UNINA-9910782153803321 |
|
Egelhoff Tom
|
||
| Hoboken, N.J., : John Wiley & Sons, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
How to market, advertise, and promote your business or service in your own backyard / / Tom Egelhoff
| How to market, advertise, and promote your business or service in your own backyard / / Tom Egelhoff |
| Autore | Egelhoff Tom |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, c2008 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 658.8 |
| Soggetto topico |
Small business - Management
Small business marketing New business enterprises - Management Advertising Sales promotion |
| ISBN |
1-281-38169-1
9786611381691 0-470-29542-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
How to Market, Advertise, and Promote Your Business or Service in Your Own Backyard; CONTENTS; FOREWORD; Preface: Why You Need This Book; ACKNOWLEDGMENTS; Introduction: Small Town 101; The Miracle Mile; How Small Towns Work; Expertise: Have You Got It?; Learn the Ways of a Tiger; Knowledge Is Power; Chapter 1: The Small Town Marketing Plan; Getting Started; Chapter 2: Step 1: Business Resume: Who Are You?; Resume Background Questions; Chapter 3: Step 2: SWOT?; Strengths; Weaknesses; Opportunities; Threats; The Parts of SWOT; Chapter 4: Step 3: Sales Forecasting
First Things First (How Does the Selling Process Really Work?)Seven Selling Steps; Sales Forecasting Principles and Tools; Chapter 5: Step 4: Who and Where Are Your Customers?; Finding the Target; Chapter 6: Step 5: How to Create Your Plan and Make It Work; Marketing Objective; Marketing Strategy; Rules for Creating a Plan; Chapter 7: Step 6: How to Position Your Business; Who's First?; Town versus City; Set Yourself Apart; Reflect Reality; Chapter 8: How to Create an Advertising Plan in Your Own Backyard; Start by Knowing What Advertising Is; Four Basic Advertising Questions Final Thoughts on Small Town Advertising PlansAdvertising: Learn from the Mistakes of Others; Chapter 9: Step 7: What Do We Say, How Do We Say It, and Where Do We Say It?; Products or Services: What Are You Selling?; Next, the Message: Who Do You Talk to and How Do You Say It?; Summary of Advertising in General; Chapter 10: Step 8: Design a Marketing Calendar; How to Set Up and Design a Marketing and Advertising Calendar; Chapter 11: Step 9: Execute Your Plan; Chapter 12: Step 10: Is Your Plan Working?; What's the Plan-If the Plan Isn't Working?; Last but Not Least Chapter 13: Small Town Success PrinciplesChapter 14: Small Town Advertising; Chapter 15: Small Town Promotion; How to Bring Them In; Chapter 16: Home-Based Marketing Success Principles; The Scenery Never Changes; Discipline Yourself at Home; Around the House; Image; Brochures and Postcards; Final Thoughts; SMALL BUSINESS MARKETING AND ADVERTISING IDEAS, TIPS, AND TRICKS; Tips for Success on the Internet; Last but Not Least; SOME FINAL THOUGHTS; INDEX |
| Record Nr. | UNINA-9910825564703321 |
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Egelhoff Tom
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||
| Hoboken, N.J., : John Wiley & Sons, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing basics / / Brian O'Kane
| Marketing basics / / Brian O'Kane |
| Autore | O'Kane Brian |
| Pubbl/distr/stampa | Cork, Ireland : , : NuBooks, , 2011 |
| Descrizione fisica | 1 online resource (55 p.) |
| Disciplina | 658.8 |
| Soggetto topico |
Small business marketing
Marketing - Management Entrepreneurship |
| ISBN | 1-84621-034-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | INTRODUCTION; MARKET RESEARCH; IMAGE; THE 4PS OF THE MARKETING MIX; PRODUCT; PRICE; PLACE; PROMOTION; ADVERTISING; PERSONAL SELLING; PUBLIC RELATIONS; CUSTOMER SERVICE; EXPORT; AN OUTLINE MARKETING PLAN; ABOUT THE AUTHOR: BRIAN O'KANE; OAK TREE PRESS |
| Record Nr. | UNINA-9910149171603321 |
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O'Kane Brian
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| Cork, Ireland : , : NuBooks, , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing effectiveness and accountability in SMEs : a multimethological approach / / Trevor A. Smith
| Marketing effectiveness and accountability in SMEs : a multimethological approach / / Trevor A. Smith |
| Autore | Smith Trevor (Trevor A.) |
| Pubbl/distr/stampa | Cham, Switzerland : , : Springer International Publishing, , [2022] |
| Descrizione fisica | 1 online resource (218 pages) |
| Disciplina | 658.8 |
| Collana | Palgrave Studies in Marketing, Organizations and Society |
| Soggetto topico | Small business marketing |
| ISBN |
9783031098611
9783031098604 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Preface -- Acknowledgements -- Contents -- About the Author -- List of Figures -- List of Tables -- 1 Introduction -- Introduction -- SMEs and Effective Marketing -- COVID-19 Pandemic and the SMEs -- Rationale and Importance of Book -- Approach Used to Develop the Manuscript -- Organization of the Manuscript -- Who Should Read This Book? -- Lessons Learnt -- Synopsis on Book Chapters -- Chapter 1-Introduction -- Chapter 2-Marketing Accountability with Applications and Implications for SMEs -- Chapter 3-Knowledge in Marketing Effectiveness with Applications and Implications for SMEs -- Chapter 4-A Qualitative Inquiry into Marketing Effectiveness of SMEs -- Chapter 5-Marketing Capabilities, Efficiency, and the Digital Link to SME Performance -- Chapter 6-Marketing Effectiveness in a Successful SME: The Case of Point Global Marketing Limited -- Chapter 7-Synthesis, Lessons Learnt, and Practice of Marketing Effectiveness and Accountability in SMEs -- Chapter 8-Conclusion and Way Forward -- Closing Thoughts -- References -- 2 Marketing Accountability with Applications and Implications for SMEs -- Introduction -- Marketing Effectiveness -- The Issue of Marketing Accountability -- Common Marketing Language and the Bottom-Line -- An Approach to Marketing Accountability -- Accounting for Intangibles in Marketing -- The Call for Accountability in Marketing -- Marketing Accountability in the SMEs -- Marketing Mix Accountability in SMEs -- Cash Flow Accountability in SMEs -- Social Media Accountability Marketing in SMEs -- General Marketing Accountability in SMEs -- Effective Marketing with Small Budgets and Applications for the SMEs -- Drive Business Strategy with Brand Strategy (Guidelines) -- Clarify Brand Identity (Guidelines) -- Use Brand Identity-Building to Create the Visibility of the Brand (Guidelines).
Involve Customers in Brand-Building Experience (Guidelines) -- Closing Thoughts -- References -- 3 Knowledge in Marketing Effectiveness with Applications and Implications for SMEs -- Introduction -- Marketing Knowledge -- Applying Marketing Knowledge to Marketing Effectiveness: The Rossiter Framework -- Marketing Concepts -- Structural Frameworks -- Strategic Principles -- Research Principles -- Empirical Generalizations -- Applying a Marketing Knowledge Approach to Marketing SMEs -- From Sales Obsession to Marketing Effectiveness (Kotler, 1977) -- Impact of Marketing Effectiveness and Capabilities, and Export Market Orientation on Export Performance: Evidence from Turkey (Kayabasi & -- Mtetwa, 2016) -- Board Gender Composition and Marketing Effectiveness in the Female Consumer Market in Zimbabwe (Mugwati & -- Bakunda, 2019) -- A Renewed Approach to Services Marketing Effectiveness (Da Gama, 2011a) -- Marketing Effectiveness and Its Precursors (Tuan, 2012) -- An Expanded Model of Marketing Performance (Da Gama, 2011b) -- Customer Knowledge -- Knowledge for Customer -- Knowledge About Customer -- Knowledge from Customer -- Linking Customer Knowledge to Marketing Effectiveness -- Practical Approach in Using Customer Knowledge to Drive Marketing Effectiveness in the SMEs -- Marketing and Customer Knowledge Combined for Effective Marketing of the SMEs -- Concluding Thoughts -- References -- 4 A Qualitative Inquiry into Marketing Effectiveness of SMEs -- Introduction -- Marketing Effectiveness -- Method -- Results and Discussion -- Customer Philosophy -- Customer Satisfaction -- Customer Value -- Customer Service -- Customer Empoawerment -- Marketing Information -- Market Intelligence (External) -- Market Intelligence (Internal) -- Strategic Orientation -- Strategic Planning -- Transformation Strategy -- Image Building Strategy. Porter's Generic Strategies -- Value Proposition Strategy -- Marketing Efficiency -- Profit Optimizing -- Quick Reaction -- Integrated Marketing Organization -- Marketing Leadership -- Collaboration -- Digital Marketing and Data Analytics -- Digital Channels -- Marketing Analytics -- Closing Thoughts -- References -- 5 Marketing Capabilities, Efficiency and the Digital Link to SME Performance -- Introduction -- The Resource Based View of the Firm -- Marketing Efficiency -- Digital Marketing and Data Analytics -- Firm Performance -- Developing the Model -- Selective Review of Literature -- Customer Philosophy and Marketing (Operational) Efficiency -- Marketing Information and Marketing (Operational) Efficiency -- Strategic Orientation and Marketing (Operational) Efficiency -- Integrated Marketing Organization and Marketing (Operational) Efficiency -- Marketing (Operational) Efficiency and SME Performance -- Marketing (Operational Efficiency), Digital Marketing, and Data Analytics -- Digital Marketing, Data Analytics, and SME Performance -- The Relationship Between Marketing (Operational) Efficiency and SME Performance Mediated by Digital Marketing and Data Analytics -- Establishing Mediation -- Method -- Instrument and Measures -- Pilot -- Scale Reliability -- Normality -- Test for Associations -- Sample -- Data Analysis and Results -- Outer (Measurement) Model -- Inner (Relationship) Model -- Testing for Mediation -- Discussion and Implications -- Closing Thoughts -- References -- 6 Marketing Effectiveness in a Successful SME: The Case of Point Global Marketing Limited -- Introduction -- The Local Environment -- The Case -- Origin and Growth of the Firm -- Services -- Overall Strategy -- Structure and Staff -- Corporate Governance -- Annual Sales -- Market Segmentation -- Marketing Effectiveness at Point Global Marketing Limited. Customer Philosophy -- Integrated Marketing Organization -- Marketing Information -- Strategic Orientation -- Marketing Efficiency -- Digital Marketing and Data Analytics -- Effective Marketing with Small Budgets at Point Global Marketing Limited -- Drive Business Strategy with Brand Strategy -- Clarify Brand Identity -- Use Identity Brand-Building to Create Visibility of Brand -- Involve Customers in Brand-Building Experience -- Auditing Marketing Effectiveness at Point Global Marketing -- Closing Thoughts -- References -- 7 Synthesis, Lessons Learnt, and Practice on Marketing Effectiveness and Accountability in SMEs -- Introduction -- Synthesis -- Lessons Learnt and Practice -- Successful SMEs Embrace a Customer Philosophy That Addresses Customer Satisfaction, Customer Value, Customer Service, and Customer Empowerment -- Successful SMEs Are Focused on Both Internal and External Market Intelligence -- Successful SMEs Undertake Formal Strategic Planning and Deploy Transformational Strategies, Image Building Strategies, Value Propositional Strategies, and Porter's Generic Strategies -- Successful SMEs Sought to Improve Marketing Efficiency Through Profit Optimizing and Quick Reactions -- Successful SMEs Are Focused on Marketing Leadership and Collaboration for Attaining an Integrated Marketing Organization -- Successful SMEs Are Focused on Digital Channels and Marketing Analytics in Their Digital Strategy -- The Capabilities of Marketing Information, Strategic Orientation, and Integrated Marketing Organization Are Drivers of Marketing Efficiency in Successful SMEs -- Marketing Efficiency Is a Key Driver of SME Performance and Further Improvement in Performance Requires a Digital Strategy Enabled by My Digital Marketing and Data Analytics. SMEs Can Look to the Knowledge in Marketing Emanating from Both Scholarly and Applied Research for Building and Maintaining a Programme of Marketing Effectiveness and Accountability -- Monitoring the Business on Metrics Developed on Customer Philosophy, Integrated Marketing Organization, Marketing Information, Strategic Orientation, and Marketing Efficiency Can Be Done for Improving Marketing Accountability of the SMEs -- Marketing Effectiveness of the SMEs Can Be Improved by Enabling and Managing Knowledge from the Customer, Knowledge for the Customer, and Knowledge About the Customer -- Marketing of the SMEs Is Not Always About the 4Ps but Can Be Built on Creating and Delivering Value for the Product to Market Itself -- Closing Thoughts -- References -- 8 Conclusion and Way Forward -- Introduction -- Conclusion -- Knowledge in Marketing -- Marketing Accountability Programme -- Marketing Efficiency -- B2B Model of Repeat Business for Growth -- Hampering Implementation -- Management Support -- Way Forward -- Final Thoughts -- References -- Index. |
| Record Nr. | UNINA-9910616371203321 |
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Smith Trevor (Trevor A.)
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| Cham, Switzerland : , : Springer International Publishing, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing strategy for small- to medium-sized manufacturers [[electronic resource] ] : a practical guide for generating growth, profit, and sales / / Charles E. France
| Marketing strategy for small- to medium-sized manufacturers [[electronic resource] ] : a practical guide for generating growth, profit, and sales / / Charles E. France |
| Autore | France Charles E |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2013 |
| Descrizione fisica | 1 online resource (344 p.) |
| Disciplina | 658.8 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Small business marketing
Industrial marketing |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
B2B sales
B2B marketing B2B strategy B2B customer product, and market development B2B small business B2B strategic planning B2B sales planning B2B marketing research B2B new product development B2B growth planning B2B marketing and sales manufacturing marketing and sales manufacturing marketing strategy manufacturing growth strategy |
| ISBN | 1-60649-615-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Acknowledgments -- Foreword -- 1. Necessary and sufficient conditions for increasing sales and profit -- 2. Getting down to basics -- 3. Customer analysis to improve the top and bottom -- 4. Quotation analysis to improve competitiveness -- 5. Using customer feedback to inform strategy -- 6. Product analysis and product management -- 7. New product development -- 8. Marketing research and competitor information -- 9. Crafting goals, objectives, and strategies from the bottom up -- 10. Sales management -- 11. Advertising and promotion -- 12. Conclusion -- Notes -- References -- Index. |
| Record Nr. | UNINA-9910462969503321 |
|
France Charles E
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| [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing strategy for small- to medium-sized manufacturers [[electronic resource] ] : a practical guide for generating growth, profit, and sales / / Charles E. France
| Marketing strategy for small- to medium-sized manufacturers [[electronic resource] ] : a practical guide for generating growth, profit, and sales / / Charles E. France |
| Autore | France Charles E |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2013 |
| Descrizione fisica | 1 online resource (344 p.) |
| Disciplina | 658.8 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Small business marketing
Industrial marketing |
| Soggetto non controllato |
B2B sales
B2B marketing B2B strategy B2B customer product, and market development B2B small business B2B strategic planning B2B sales planning B2B marketing research B2B new product development B2B growth planning B2B marketing and sales manufacturing marketing and sales manufacturing marketing strategy manufacturing growth strategy |
| ISBN | 1-60649-615-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Acknowledgments -- Foreword -- 1. Necessary and sufficient conditions for increasing sales and profit -- 2. Getting down to basics -- 3. Customer analysis to improve the top and bottom -- 4. Quotation analysis to improve competitiveness -- 5. Using customer feedback to inform strategy -- 6. Product analysis and product management -- 7. New product development -- 8. Marketing research and competitor information -- 9. Crafting goals, objectives, and strategies from the bottom up -- 10. Sales management -- 11. Advertising and promotion -- 12. Conclusion -- Notes -- References -- Index. |
| Record Nr. | UNINA-9910786971703321 |
|
France Charles E
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| [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
