Marketing strategy for small- to medium-sized manufacturers : a practical guide for generating growth, profit, and sales / Charles E. France.
By: France, Charles E [author.].
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2013Edition: First edition.Description: 1 online resource (xxxv, 306 pages).ISBN: 9781606496145.Subject(s): Industrial marketing | Small business marketingGenre/Form: Print books.DDC classification: 658.8| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.13 .F725 2013 (Browse shelf) | Available | AU0000000001484 |
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| HF5415.13 .B736 2016 Marketing with strategic empathy : inspiring strategy with deeper consumer insight / | HF5415.13 .C533 2016 Supply chain management : strategy, planning, and operation / | HF5415.13 .C533 2019 Supply chain management : strategy, planning and operation / | HF5415.13 .F725 2013 Marketing strategy for small- to medium-sized manufacturers : a practical guide for generating growth, profit, and sales / | HF5415.13 .H347 2013 Handbook of marketing strategy / | HF5415.13 .H368 2013 HBR's 10 must reads on strategic marketing. | HF5415.13 .H368 2013 HBR's 10 must reads on strategic marketing. |
Part of: 2013 digital library.
Includes bibliographical references (pages 299-300) and index.
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.
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.