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

----- 有竞争力的中小企业:中小型企业通过营销构建竞争优势

ISBN: 9780749468507 出版年：2013 页码：232 Hood, David James Kogan Page

Chapter - 01: Introduction Chapter - 02: The reality: Addressing stress for the SME owner, manager or executive Chapter - 03: Competitiveness and the SME: We want it but how do we get it? Chapter - 04: Increasing your confidence: Leveraging what you have Chapter - 05: Maximizing SME management: Making better decisions: Investments and predictions Chapter - 06: Your unique selling proposition: agility, the 'adaptive organization', profit and revenue improvement Chapter - 07: Real market presence: marketing on a budget branding, positioning and the SME Chapter - 08: What do we really need to do? Planning to win Chapter - 09: Grasping the opportunity 1 (MARKETING): 'changing the currency' Chapter - 10: Grasping the opportunity 2 (SALES): 'changing to managing the INCOME (revenue) PIPELINE' Chapter - 11: Quick wins (rather than quick fixes) Chapter - 12: Optimizing your proposition and making more money: bringing it all together!