Marketing for Entrepreneurs provides an overview of the marketing
process for the owner/manager of a small business. The book guides
the reader through the process of developing a marketing plan, and
includes chapters on: Identifying, collecting, analysing and using
information through market research; Pinpointing the target market
and deciding on mass marketing or market segmentation; Product
decisions such as the product-service mix, branding, trademarks,
packaging, warranties and developing new products; different
approaches to pricing and issues such as discounts and credit;
distribution channels and locating the business; promotion,
publicity and selling; advertising through various media, including
Internet advertising, e-mail marketing and SMS advertising.
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