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NOTE: This is a BookBoon publication and you have to provide your email address to access it. The book is free for students, but all others only get it free for 30 days and it requires a monthly subscription after that. You will have to provide credit card information. Marketing strategy is the essential business planning component that small business owners oftentimes push to the bottom of the to-do list -- after-sales, operations, and finance. It’s understandable. Without some background and training, marketing can seem superfluous and unnecessary. A focus on sales – and that big sales win – is more likely to get a business owner’s adrenalin pumping. But without a well-thought-out marketing strategy, small business owners miss out on that all-important roadmap to business success. Marketing Essentials for Small Business is a no-nonsense book that gives you the tools, tactics and foundations to get small business owners pointed in the right direction. It provides an easy-to-understand guide through strategy with a refreshingly direct approach to marketing that cuts through the jargon and clutter. While the intention is not to turn business executives into marketers, the goal of Marketing Essentials for Small Business is to provide an understanding of the key elements, so the reader understands the terms and actions that their marketing department or marketing agency is using, and can actively participate in marketing decisions. “Rowing harder doesn’t help if the boat is headed in the wrong direction” – Kenichi Ohmae, Japanese organizational theorist and management consultant

Open (Access) Textbook

Individual, In-class, Self-paced

Safari, Google Chrome, HTML

Marketing Essentials for Business is a guidebook for a busy executive or small business owner. It takes the reader through the components of a marketing strategy in straight, direct, clear language. It helps the reader understand marketing from a small business perspective and describes marketing fundamentals from a small business perspective. 

College Upper Division, Graduate School, Professional

Marketing Principles, Small Business Management Principles