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Author France, Charles E.

Title Marketing strategy for small- to medium-sized manufacturers [electronic resource] : a practical guide for generating growth, profit, and sales / Charles E. France.

Imprint [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013.


Location Call No. OPAC Message Status
 Axe ProQuest E-Book  Electronic Book    ---  Available
Edition 1st ed.
Description 1 electronic text (xxxv, 306 p.) : digital file.
Series Marketing strategy collection, 2150-9662
2013 digital library.
Marketing strategy collection. 2150-9662
Note Part of: 2013 digital library.
Bibliography Includes bibliographical references (p. 299-300) and index.
Contents Acknowledgments -- Foreword -- 1. Necessary and sufficient conditions for increasing sales and profit -- 2. Getting down to basics -- 3. Customer analysis to improve the top and bottom -- 4. Quotation analysis to improve competitiveness -- 5. Using customer feedback to inform strategy -- 6. Product analysis and product management -- 7. New product development -- 8. Marketing research and competitor information -- 9. Crafting goals, objectives, and strategies from the bottom up -- 10. Sales management -- 11. Advertising and promotion -- 12. Conclusion -- Notes -- References -- Index.
Access Access restricted to authorized users and institutions.
Summary Small and medium manufacturers' attempts to grow their business often produce less-than-desired results due to self-inflicted obstacles and pitfalls that defeat their well-intended efforts. Many do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors' advantages and disadvantages needed to build effective growth strategies. Their approach to pursuing growth strategies--a.k.a shotgun marketing--is akin to ready, shoot, aim--and often the business' working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products.
Form Also available in print.
Reproduction Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
System Details Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
Note Title from PDF t.p. (viewed on May 28, 2013).
Subject Small business marketing.
Industrial marketing.
Indexed Term B2B sales
B2B marketing
B2B strategy
B2B customer
product, and market development
B2B small business
B2B strategic planning
B2B sales planning
B2B marketing research
B2B new product development
B2B growth planning
B2B marketing and sales
manufacturing marketing and sales
manufacturing marketing strategy
manufacturing growth strategy
Genre/Form Electronic books.
Other Form: Print version: 9781606496145
ISBN 9781606496152 (electronic bk.)
9781606496145 (pbk.)

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