Marketing for Entrepreneurs (The Entrepreneurship Series)

"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 B