Overview

This book provides a comprehensive guide to marketing for leaders of small and midsized businesses, empowering them to expand and evolve their enterprises. It offers a framework to create a fundamental marketing plan that helps business leaders understand and thrive in a competitive environment. The framework offers a step-by-step process to build a plan that will enable readers to acquire new customers, maintain existing clientele, anticipate competitors’ moves, showcase product uniqueness, grasp pricing strategies, refine branding messages, and select appropriate metrics to evaluate progress. By adhering to our straightforward approach, readers will learn how to develop a marketing strategy that will help generate sales, profit, and customer satisfaction.

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9781637425497

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Dr. David Altounian is an academic, business mentor, public speaker, and former tech business executive with over 30 years in marketing and executive leadership roles in leading companies such as Compaq, Dell, Motorola, and Motion Computing. Dr. Altounian earned his PhD at Oklahoma State University and his MBA at the Kellogg School of Management at Northwestern University. Mike Cronin is a Peabody, duPont, and Murrow award-winning journalist and public relations expert with experience spanning more than two decades. He earned a master's degree in international affairs from Columbia University and a bachelor's degree from Trinity College Dublin.

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