A Concise Guide to Marketing Your Business

Written in an easy to understand style the book aims to dispel the myth that marketing is a complex subject only of benefit to large businesses and gives a clear explanation of how the theories of marketing can be used in a practical manner. It aims to help you answer the three key questions in relation to your market; where are you now? where do you want to be? how are you going to get there? and includes guidance on how to use the tools of marketing to gain a clear competitive advantage over your competitors The book also provides a framework for doing research on the market and how to analysis the results using segmentation and explains how to manage your product portfolio, set the right price, and select the most appropriate promotion and distribution strategies