Small Business Management pp 67-88 | Cite as
Marketing
Chapter
Abstract
It is all well and good having a product or service idea, but will it prove to be a profitable business? Too many businesses are set up without thinking about this essential question. The answer revolves around the most important person in any business — the customer. Marketing is the process of matching the needs of the customer to the capabilities and resources of the firm. When John Egan was MD of Jaguar, he said:
Marketing is about making money from satisfied customers — without satisfied customers there can be no future for any commercial organisation.
Preview
Unable to display preview. Download preview PDF.
Select Bibliography
- Rick Brown, Marketing for the Small Firm, Holt, Rinehart & Winston, 1985.Google Scholar
- Philip Kotler, Marketing Management, 7th edition, Prentice-Hall, 1991.Google Scholar
- Malcolm McDonald, Marketing Plans: How to Prepare Them, How to Use Them, Butterworth, 1989.Google Scholar
- Michael Porter, Competitive Advantage — Creating and Sustaining Superior Performance, The Free Press, 1985.Google Scholar
- Derek Waterworth, Small Business: Marketing for the Small Business, Macmillan, 1987.Google Scholar
Copyright information
© Jim Dewhurst and Paul Burns 1993