Marketing for Entrepreneurs and SMEs

Maja Konečnik Ruzzier, Associate Professor of Marketing, University of Ljubljana, Slovenia, Mitja Ruzzier, Professor of Entrepreneurship, University of Primorska, Slovenia and the late Robert D. Hisrich, formerly Bridgestone Chair of International Marketing and Director of the Global Management Center and International Programs, Kent State University, US

• Contents: Preface Part I: Understanding Marketing for Entrepreneurs and SMEs and the Challenges they Face 1. An Understanding of Marketing for Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty 3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing in the 21st Century Part II: Understanding the Market and Consumers 5. Analyzing the Marketing Environment 6. Conducting Market Research and Forecasting Demand in SMEs 7. Consumer Purchase Behavior Part III: Developing an Approach to Strategic Marketing 8. Target Marketing: Segmentation, Targeting and Positioning 9. Challenges and Opportunities for SMEs to Market Diverse Entities 10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the Price in SMEs 13. Designing Marketing Channels in SMEs 14. Marketing Communications in SMEs Index

’A timely text, which presents key marketing concepts, frameworks, and tools in an easy-to-follow manner. The case vignettes, drawn from contemporary marketing practices of entrepreneurial companies around the world, provide nice illustrations of the issues discussed in the chapters. The book is an appropriate anchor text for courses in marketing, entrepreneurship, and small business management, and a great reference for practitioners.’