TY  - BOOK
AU  - Hood,David J
TI  - Competitive SME: building competitive advantage through marketing excellence for small to medium sized enterprises 
SN  - 9780749468514
PY  - 2013///
CY  - London, Philadelphia, Pennsylvania.
PB  - Kogan Page
KW  - Small business marketing
KW  - BUSINESS & ECONOMICS
KW  - Distribution
KW  - bisacsh
KW  - Marketing
KW  - General
KW  - Compétitivité
KW  - eclas
KW  - fast
KW  - Politique de l'entreprise
KW  - Petites et moyennes entreprises
KW  - Manuels
N1  - Includes index
N2  - Competitive SME is a comprehensive guide to grasping the competitive and marketing opportunities facing small to medium size enterprises today. Inspired and driven by the EU initiative futureSMETM, it gives essential advice on how, by implementing a clear and focused strategy and using simple tools, you can survive, thrive, and compete. It outlines a simple yet effective model that will allow you to:? create and manage effective marketing and branding processes;? better engage with your market, creating and projecting real value;? increase your worth to the market with corresponding; List of Figures and Tables; Figures; 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 definitions 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 initiative02 The reality: Addressing stress for the SME owner, manager or executiveAchieving 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 'Pareto's principle'?; What are competitiveness and creativity, in terms of their use to me?; What SMEs think about competitiven
UR  - http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=522437
ER  -