This volume provides advice to entrepreneurs and managers of small and medium enterprises on marketing. The first section deals with general concepts in marketing, including the creation of
customer value, satisfaction, and loyalty; how to develop a marketing plan; and recent trends and challenges. Three chapters then discuss the nature of domestic and global markets and
consumers, as well as how to conduct market research and understand consumer behavior. The final section discusses how to develop an approach to strategic marketing and includes chapters on the
techniques for target marketing, the role of innovation in marketing, branding for identity and equity, price, marketing channels, and marketing communications. Annotation ©2014 Ringgold, Inc.,
Portland, OR (protoview.com)
