Small Business Marketing Management
Author:   Ian Chaston ,  Terry Mangles
Publisher:   Palgrave Macmillan
ISBN:  

9780333980750


Pages:   285
Publication Date:   31 January 2002
Format:   Paperback
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

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Small Business Marketing Management


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Overview

This title is designed to demonstrate how small firm performance is impacted by effective marketing. The text uses both published research and ""real world"" case studies to provide a text covering the key aspects of the small business marketing process. As such it provides realistic, validated-through-research management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance small firm performance.

Full Product Details

Author:   Ian Chaston ,  Terry Mangles
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Dimensions:   Width: 15.60cm , Height: 1.50cm , Length: 23.40cm
Weight:   0.434kg
ISBN:  

9780333980750


ISBN 10:   0333980751
Pages:   285
Publication Date:   31 January 2002
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Philosophy and Process Information Management Risk Assessment Small Firm Internal Competence Market Positioning and Competitive Advantage Marketing Planning Product Management and Innovation Promotion Pricing and Distribution Information and Operations Service Marketing International Marketing

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Author Information

IAN CHASTON is Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School. He is also Adjunct Professor of Entrepreneurship at UNITEC Auckland, New Zealand. TERRY MANGLES is Principle Lecturer in IT at Plymouth Business School.

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