TY  - BOOK
AU  - Anderson,David W.
TI  - Strategic marketing planning for the small to medium-sized business: writing a marketing plan 
T2  - Marketing strategy collection,
SN  - 9781606493748
AV  - HF5415 .S773 2012
PY  - 2012///
CY  - [New York, N.Y. (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Small business marketing
KW  - Planning
KW  - Strategic planning
KW  - Strategic marketing
KW  - marketing your small to medium-sized business
KW  - marketing planning
KW  - advertising planning
KW  - business planning
KW  - how to select media
KW  - setting goals
KW  - strategies and tactics
KW  - marketing measurement
KW  - marketing workbook
KW  - strategic planning
KW  - advertising and promotions
KW  - trade show marketing
KW  - company growth
KW  - how to market
KW  - creating your marketing plan
N1  - Acknowledgments --; From the author --; How to use this manual --; 1. Marketing theory: real life --; 2. Doing your homework --; 3. Competing effectively --; 4. Identifying marketplace trends --; 5. The marketing plan --; 6. Common ways to send a message to your market --; 7. A working model --; 8. Bringing the total plan together --; Conclusion --; Index; 2; b; Also available in printing
N2  - Regrettably, 80% of small to medium-sized businesses fail within 2 years of their inception. Ninety percent of businesses close after 10 years of operation. Although there may be many reasons, the lack of a strategic, actionable, and measurable marketing plan is often the underlying cause. Marketing a business in today's extremely competitive marketplace is difficult at best. Money is tight. Customers are more demanding. Moreover, the vast array of strategic and promotional alternatives available to business owners and marketers can be perplexing, confusing, and frustrating
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000118.html
ER  -