Books > Business & Economics > Business & management > Sales & marketing
|
Buy Now
Marketing for Entrepreneurs and SMEs - A Global Perspective (Paperback)
Loot Price: R1,017
Discovery Miles 10 170
|
|
Marketing for Entrepreneurs and SMEs - A Global Perspective (Paperback)
Expected to ship within 12 - 17 working days
|
In recent years, entrepreneurs and SMEs have been forced to adapt
to a rapidly changing, increasingly globalized world, an evolution
that has had a profound impact on marketing strategies. This timely
volume identifies the many new opportunities available to
entrepreneurs and SMEs in the global marketplace, and offers
tactical and strategic marketing approaches to help them succeed in
the modern business world.The book provides solutions to current
marketing challenges and leads the reader through the marketing
process, supported with real-life examples. Discussions of hyper
competition and the opportunities arising from
information-communication technology offer a deeper understanding
of modern consumers and ways to create added value through
products, services and other entities. The authors stress the
importance of an SME's web presence and internationalization, as
well as innovation and branding processes. Additional key topics
include the development of services and experiences with customer
co-creation, value-based pricing using new market channels and
adapted communication tools (including social media), and how these
approaches can lead to increased customer engagement and improved
long-term relationships. This comprehensive book will be a useful
resource for both scholars and practitioners with an interest in
entrepreneurship, marketing, and business and management. Contents:
Preface Part I: Understanding Marketing for Entrepreneurs and SMEs
and the Challenges they Face 1. An Understanding of Marketing for
Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty
3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing
in the 21st Century Part II: Understanding the Market and Consumers
5. Analyzing the Marketing Environment 6. Conducting Market
Research and Forecasting Demand in SMEs 7. Consumer Purchase
Behavior Part III: Developing an Approach to Strategic Marketing 8.
Target Marketing: Segmentation, Targeting and Positioning 9.
Challenges and Opportunities for SMEs to Market Diverse Entities
10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the
Price in SMEs 13. Designing Marketing Channels in SMEs 14.
Marketing Communications in SMEs Index
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.