The World's Most Concise Marketing Book for Small Businesses was written and formatted to convey in simple terms the most important marketing practices, tools, and methods every small business needs to know about in this day and age as well as how to choose the right strategy and marketing mix to achieve your goals. After 15 years of handling marketing for numerous small businesses, I am keenly aware of the frustrations that exist around marketing: For one thing, it is hard to know what will work for your business and there seems to be an "expert" on every corner who has a slightly different jargon-filled explanation of what's going to grow your business. Plus, marketing is more technical than ever and there is always something new - a new service, new app, new plugin, social media, a new algorithm, whatever - to learn about. It's overwhelming and small business marketing often becomes piecemeal because, instead of deliberately developing and sticking to a plan, small businesses often build their marketing systems one piece at a time based on whoever called with the best pitch for an ad or listing. You will see that marketing doesn't have to be complicated. After reading this book, you'll be able to confidently pick a great marketing strategy and develop a marketing mix that consistently delivers profitable growth.
The authors of this comprehensive study address why it is that some small firms perform well and others don't, and whether high-performing firms share characteristics that distinguish them from low-performing firms. By exploring bundles of resources and their interaction with other factors, the authors explain important small business outcomes such as growth, performance, entrepreneurial activity, and the chance of receiving debt or equity capital. The authors find that while resources may be valuable, it is essential that small businesses have the processes to facilitate the manipulation of resources into value-creating strategies. Rather than reaching the conclusion that more is always better, the authors tease out the conditions under which certain resources are particularly valuable, as well as the conditions under which these and other resources are less valuable. The resource factors examined range from aspects of the human capital of the small business manager, such as length of education or prior experience with business start-ups, to social capital variables and firm-level resources, such as access to financial capital and competence.
This book presents case material on modern small business enterprises, in the form of novel Profiles. These are constructed on a consistent basis for seventeen small firms, using a modern framework drawn from business strategy and industrial organization. Each Profile shows how an entrepreneur has tried to achieve a competitive advantage in the marketplace by fighting against the forces of 'extended rivalry': market competitors, buyers, suppliers, substitutes and potential entrants. As well as looking at competitive and defensive strategies, the book extends analysis to financial structure, including discussion of reasons for cash flow problems and problems associated with excessive 'gearing'.
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