Small Business Marketing: Building Winning Strategies in a Digital Economy
Small Business Marketing: Building Winning Strategies in a Digital Economy

Small Business Marketing: Building Winning Strategies in a Digital Economy

Lead Author(s): Dr. Daryl D. Green, Dr. Jack T. McCann

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Today’s organizations operate in dynamic markets. Today’s students are digital natives. Yet, many marketing textbooks only maintain the status quo. Small Business Marketing: Building Winning Strategies in a Digital Economy provides a roadmap for small business owners and entrepreneurs by focusing on market opportunities in a systematic fashion. This interactive textbook allows faculty to tailor a course that engages students by allowing marketing principles to be aligned with practical application. Faculty are encouraged to partner with businesses, entrepreneurs, non-profit organizations in micro-internships within the course. Topics include marketing strategy, competition, new product deployment, marketing mix (product, price, place, and promotion), niche markets/segmentation, and marketing analyses to make a few key topics. Many marketing textbooks deal with marketing for the traditional company and organization. However, few books narrow in on the needs of today’s entrepreneurs at heart. This book provides hope in the midst of this uncertainty for business savvy individuals.

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