Winning Strategies for Small Business Marketing

Author: Dave Paton
Publisher:
Publish Date: 2002-10-01
Features: There are many books about small businesses on the market, but few truly provide an in-depth understanding of the diverse situations small businesses face. The author has spent 25 years in the business world and, in his book, first establishes three fundamental principles of marketing: 1. Learn to be different; 2. Find market gaps; 3. Consider customer interests. Based on this, he proposes many important and innovative marketing concepts, such as "Increasing customer loyalty to the business is the key to marketing." He also provides a detailed introduction to various marketing strategies and practical techniques, such as expanding key customers, supported by a wealth of creative case studies. As a result, the book has been widely welcomed by the business community in Europe and America.