Competitive SME : Building Competitive Advantage Through Marketing Excellence for Small to Medium Sized Enterprises

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  • Format: Paperback
  • Copyright: 2013-03-28
  • Publisher: Kogan Page Ltd

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Inspired and driven by the EU initiative futureSME, Competitive SME is a positive, practical response to the marketing challenges facing SMEs today. The book outlines how SMEs, despite a relentless pressure to 'act like a major corporate', can in fact out-perform larger organisations by implementing a clear and focused marketing strategy. The author introduces a simple yet effective model that allows SME managers to create and manage effective marketing and branding processes, and shows them how to better engage with the market whilst maximising resources, however limited. By responding to the 'currency of the customer', SME marketers can not only increase their market reach and penetration, but control how and where sales are then optimised. Packed with examples from successful companies, this is an essential practical guide for any marketer in a SME environment who wants to outperform their competitors.

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