"Marketing for Entrepreneurs" provides an overview of the marketing process for the owner/manager of a small business. The title 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 product; different approaches to pricing and issues such as discounts and credit; distribution channels and locating your business; promotion, publicity and selling; advertising, e-mail marketing and sms advertising. Definitions and important concepts are highlighted, theory is reinforced with examples and numerous activities, and each chapter has a self-evaluation section. This guides owner/managers of small businesses in developing suitable marketing plans to ensure the success of their business enterprises.
- ISBN13 9780702155444
- Publish Date 1 January 2002
- Publish Status Active
- Out of Print 23 April 2014
- Publish Country ZA
- Imprint Juta Academic
- Edition 2nd ed
- Format Paperback
- Pages 224
- Language English