Pages: 292, Print Year: 2009, Binding Type: Hardback, Edition: 1st, Print Color: White, Size (cm): 0.556, Barcode: 9789957182205

Weight: 556 grams, Dimensions: 17 × 24 cm

Introduction

Small enterprises play a significant role in economic and social development plans across the world. They contribute to economic growth, reduce monopolies, encourage competition, provide necessary local goods, and have an export role.

They are crucial in reducing poverty and unemployment by promoting self-employment through entrepreneurial and innovative projects.

However, small businesses face many challenges that limit their developmental role, including weaknesses in marketing, finances, and management.

Marketing drives the success of commercial, industrial, or service activities, influencing customer understanding and satisfaction, and requires knowledge of customers' social, psychological, demographic, and economic traits.

Due to difficulties in competing directly with large enterprises, small businesses need to develop marketing strategies that align with their limited resources while leveraging their strengths.

This book offers support to business and marketing students on the theoretical aspects of small enterprises, strategic marketing planning, competitive marketing strategies, and various elements of the marketing mix.

It is useful for entrepreneurs looking to start their own small ventures, understanding the strengths and weaknesses of small projects, and grasping the concept of strategic marketing planning and its steps.