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How to Use Distribution In Marketing for the Small Firms

How to Use Distribution In Marketing for the Small Firms

In no area of marketing are the potential strengths of the small firm more clearly seen than in the use of distribution as a mar­keting tool. Managers of small firms frequently come back from foreign visits angry at the comments about the ‘English disease’ of poor delivery and service. Many have records of perform­ance in […]

How to Get Information for Marketing Decisions

How to Get Information for Marketing Decisions

Information is the cornerstone of modern marketing. It binds the marketing system together by providing data on the needs of customers as well as building a picture of the external press­ures and internal capabilities determining the firm’s ability to meet the market requirements profitably over time. The manager of the smaller firm has greater access […]

How to Do Marketing in the Smaller Service Firms

How to Do Marketing in the Smaller Service Firms

The growth of the service sector is probably one of the most striking features of modern commercial life. It is now estimated that over 60 per cent of the UK workforce is employed in services. Far more small firms are involved in services than in manufacture. The generally greater ease of entry and widening opportunities […]