| 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 |
9781606496145 (pbk.) |
|
9781606496152 (electronic bk.) |
|
