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Book cover
  • Textbook
  • © 1987

Marketing for the Small Business

Authors:

  1. Derek Waterworth
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Table of contents (12 chapters)

  1. Front Matter

    Pages i-x
    PDF

  2. Introduction

    • Derek Waterworth
    Pages 1-11

  3. Marketing and the Small Firm

    • Derek Waterworth
    Pages 12-30

  4. Managing Your Marketing

    • Derek Waterworth
    Pages 31-48

  5. Objectives — Now and the Future

    • Derek Waterworth
    Pages 49-78

  6. Selection of a Customer Mix

    • Derek Waterworth
    Pages 79-97

  7. Market and Marketing Research

    • Derek Waterworth
    Pages 98-131

  8. Determination of a Marketing Mix

    • Derek Waterworth
    Pages 132-156

  9. Products and Product Policy

    • Derek Waterworth
    Pages 157-173

  10. Pricing

    • Derek Waterworth
    Pages 174-198

  11. Promotion

    • Derek Waterworth
    Pages 199-246

  12. The Marketing Plan

    • Derek Waterworth
    Pages 247-268

  13. Planning for the Longer Term

    • Derek Waterworth
    Pages 269-287

  14. Back Matter

    Pages 288-294
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About this book

Marketing is an essential part of any business; the blame for failure in the precarious small business sector can often be laid at the door of bad marketing management. Marketing for the Small Business is designed to show the small business marketer, often the owner of the business, how to construct viable marketing strategies for the long and the short term. It examines all of the elements of successful marketing, market research, pricing, promotion and finance, and sets them out in a clear and easy to understand text aimed at students of business and practitioners alike.
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