TY  - BOOK
AU  - France,Charles E.
TI  - Marketing strategy for small- to medium-sized manufacturers: a practical guide for generating growth, profit, and sales 
T2  - Marketing strategy collection,
SN  - 9781606496152 (electronic bk.)
AV  - HF5415.13 .F725 2013
U1  - 658.8 23
PY  - 2013///
CY  - [New York, N.Y.] (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Small business marketing
KW  - Industrial marketing
KW  - B2B sales
KW  - B2B marketing
KW  - B2B strategy
KW  - B2B customer
KW  - product, and market development
KW  - B2B small business
KW  - B2B strategic planning
KW  - B2B sales planning
KW  - B2B marketing research
KW  - B2B new product development
KW  - B2B growth planning
KW  - B2B marketing and sales
KW  - manufacturing marketing and sales
KW  - manufacturing marketing strategy
KW  - manufacturing growth strategy
KW  - Electronic books
N1  - Part of: 2013 digital library; Includes bibliographical references (p. 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; Access restricted to authorized users and institutions; Also available in print; Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
N2  - 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
UR  - https://ebookcentral.proquest.com/lib/aitie/detail.action?docID=1192391
ER  -