Promotion and advertising

• Businesses must sell.  And, while the quality, price, availability, etc., of the goods and/or services to sell must fit the markets in which they are to be sold, sales do not occur unless (potential) customers know what a business has to offer.  Where there is only one supplier, customer awareness is given.   But in a highly competitive environment, a condition that typifies most small business markets, a gaggle of voices attempt to familiarize (potential) customers with the goods and/or services they sell and the reasons (potential) customers should patronize them rather than someone else.  Effectively, each competitor endeavors to distinguish from the crowd.  This differentiation process requires promotion, often including formal advertising.  Successful promotion and advertising typically demands considerable amounts of human and/or physical capital.  Since most small businesses are resource constrained, the promotional challenges for small-business owners and managers are even more demanding than they would be in other situations. This issue of the National Small Business Poll, therefore, focuses on Promotion and Advertising.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Small Business Marketing

Entrepreneurial Marketing

Entrepreneurship

Business studies

Företagsekonomi

SOCIAL SCIENCES

SAMHÄLLSVETENSKAP

Business and economics

Ekonomi

Företagsekonomi

Business Studies

Publikations- och innehållstyp

vet (ämneskategori)

rap (ämneskategori)