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

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

 

Synopses & Reviews

Publisher Comments:

Marketing for SMEs is inspired and driven by the E.U, initiative futureSME and specifically is a response to the fact that the majority (surprisingly) of the main SME challenges relate directly to marketing. Or at least, the lack of the SME's ability to do it. The book outlines how SMEs, despite the strong and relentless pressure to "act like a major corporate" even when it is obviously not large and does not have the resources or level of management attention to do so, can in fact out-perform larger organizations when it comes to marketing and "being small" can actually be a positive benefit. It introduces the SME to create and manage simple yet effective marketing and branding processes and how to better engage with its market while maximizing its limited marketing resources and adopting a brand new approach to what it actually provides, how to use word of mouth marketing effectively, and a different perspective on how changing to the "currency of the customer" fits with sales and how sales are then optimized.

Synopsis:

The majority of the challenges to small- and medium-sized enterprises (or SMBs in the US) relate directly to marketing and the lack of the SMBs means to do it. However, despite not having the resources of a big corporation, SMBs can still out perform larger organizations when it comes to marketing. 

Hood outlines how small- and medium-sized businesses can harness and exploit their competitiveness, agility, performance and resilience to effectively increase their growth. Competitive SME explains how to create and manage simple yet effective marketing and branding processes, better engage with markets while maximizing limited marketing resources, adopt a brand new approach to what it provides, use word of mouth marketing effectively, and change to the "currency of the customer." 

Including tips on decision-making, investments and marketing on a budget, Competitive SME is a practical guide to understanding SMBs advantages and to staying viable in a competitive marketplace.

About the Author

David Hood is CEO and 'Concepteur' of the specialist marketing intellectual property, capital and asset creation and development company Marketing Sans Frontières. He was an early innovator in modern digital and technology-led marketing and has served on the UK's Marketing and Sales Standards Setting Body, the manufacturing group CompetitiveScotland and is a Guest Lecturer at the University of Glasgow, as well as a previous role as Chair of the CIM's technology group.

Table of Contents

List of figures 

List of tables

Acknowledgements 

Foreword 

01 Introduction 

Why you should read this book 

How to use this book and what you will get from it 

A straightforward seven-stage path to competitiveness through enhanced marketing 

Practical book and tools 

Clear defi nitions and direction for the SME 

Why should I care about marketing? I want to know more about being exceptionally competitive!

Marketing: what it is; and just as important, what it is not

A short and essential history

Using the book in conjunction with the futureSME initiative  

02 The reality: addressing stress for the SME owner, manager or executive 

Achieving a sound sleep at night...

The reality for SMEs and turning things to your advantage

Reducing personal stress 

Changing ‘cannot to ‘can  

03 Competitiveness and the SME: we want it; but how do we get it? 

Forget ‘Paretos principle? 

What are competitiveness and creativity, in terms of their use to me? 

What SMEs think about competitiveness 

What marketing does for SME competitiveness 

FutureSME and marketing 

OK, so where do we start? - using the tools in this book 

The marketing mix  

The marketing audit 

Quick marketing audit 

Note  

04 Increasing your confidence: leveraging what you have 

Affordability 

The power of ‘FREE 

Communicate, communicate, communicate 

Piggyback 

‘I just dont have anything to say 

So what makes a great story? 

How you can actually use feedback to be a major differentiator  

05 Maximizing SME management: making better decisions: investments and predictions 

What is ‘success in managing an SME? 

Knowing your direction, goals and objectives 

Making decisions that matter 

Strategy 

Creating new markets 

Self-creating markets and the new reality 

Social media communities 

Strategy and measurements for decision-making 

Cost-plus and cost-accounting are the enemy of the SME 

Purpose 

Decision-making and improving judgement 

Growth v growth

Do not neglect marketing when concentrating on sales!

Customer relationship management (CRM) 

Incoming or ‘in-bound conversations  

06 Your unique selling proposition: agility, the ‘adaptive organization, profit and revenue improvement 

Advantage and ‘the product 

Resourcing to create advantage 

SWOT analysis 

It is a knowledge economy now!  

07 Real market presence: marketing on a budget; branding, positioning and the SME 

Power and your market 

Assessing your market: marketing and market research 

Market/marketing research template 

Sources of information 

The ‘value proposition 

The total product concept 

Looking at your proposition from the OUTSIDE IN 

The value matrix

Notes on using the value matrix 

Statements and ‘stories supporting the value proposition 

Testing the ‘force of the proposition 

Steps to checking your value proposition 

‘Branding and ‘imagineering 

What can branding do for me? 

SME branding: perceptions, positioning and segmentation 

Getting branding right 

Important evolution of modern segmentation 

Perceptual maps 

A simple brand management cycle template 

Social networking and ‘the new reverse customer convergence and segmentation 

Managing the ‘social media: engagement  

08 What do we really need to do? Planning to win 

Investment in sales and marketing capabilities 

Marketing plan and planning: it is not just writing a document for the shelf in your office 

When writing your marketing plan 

Components of a great marketing plan 

Positioning and perceptual maps 

The core challenge and conflict for your customer 

Developing your proposition and propelling it into the market 

Results 

Action plan and schedule

09 Grasping the opportunity 1 (MARKETING): ‘changing the currency 

What is the primary pain for your customer? 

Moving to a ‘change in currency 

‘Moving from margin myopia  

10 Grasping the opportunity 2 (SALES): ‘changing to managing the INCOME (revenue) PIPELINE 

Reconstructing the sale 

Move from anticipating loosely-predicted targets based on sales

transactions to focusing on ‘a crafted pull from the market 

Changing sales targeting and management 

Changing the way we look at sales 

Improve post-sale service to existing customers 

Stop thinking about sales as ‘units of delivery or transactions  

11 Quick wins (rather than quick fixes) 

Change 1: What you think of marketing and its role as the means to competitiveness 

Change 2: Sensing your market 

Change 3: Less of an obsession with our competition 

Change 4: Review what success means and our strategy to achieve it 

Always ask for testimonials 

Cautioning about ‘quick fixes... 

Tackling your immediate concerns and improving now  

12 Optimizing your proposition and making more money: bringing it all together! 

A cyclical planning process for the SME 

The competitive marketing triangle 

Using the competitive marketing triangle as the strategic dashboard for your organization 

Proposal development 

Improving communication 

Lastly, and most importantly - how to measure word of mouth and optimize it 

The whole futureSME competitive marketing process  

Appendices 

Index 

Product Details

ISBN:
9780749468507
Author:
Hood, David James
Publisher:
Kogan Page
Author:
Hood, David
Author:
David, Hood
Subject:
Marketing - General
Subject:
Business - Small Business
Subject:
Business;Marketing
Copyright:
Edition Description:
Print PDF
Publication Date:
20130331
Binding:
TRADE PAPER
Language:
English
Pages:
224
Dimensions:
9 x 6 in

Related Subjects

Business » Business Plans
Business » General
Business » Marketing
Business » Small Businesses » General
Business » Strategy

Competitive SME: Building Competitive Advantage Through Marketing Excellence for Small to Medium Sized Enterprises New Trade Paper
0 stars - 0 reviews
$40.95 In Stock
Product details 224 pages Kogan Page - English 9780749468507 Reviews:
"Synopsis" by , The majority of the challenges to small- and medium-sized enterprises (or SMBs in the US) relate directly to marketing and the lack of the SMBs means to do it. However, despite not having the resources of a big corporation, SMBs can still out perform larger organizations when it comes to marketing. 

Hood outlines how small- and medium-sized businesses can harness and exploit their competitiveness, agility, performance and resilience to effectively increase their growth. Competitive SME explains how to create and manage simple yet effective marketing and branding processes, better engage with markets while maximizing limited marketing resources, adopt a brand new approach to what it provides, use word of mouth marketing effectively, and change to the "currency of the customer." 

Including tips on decision-making, investments and marketing on a budget, Competitive SME is a practical guide to understanding SMBs advantages and to staying viable in a competitive marketplace.

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