(BQ) Part 2 book "Small business management - Entrepreneurship and beyond" has contents: International small business, professional small business management, human resource management, operations management, small business marketing - price and promotion,.and other contents. | © Jakob Helbig/Getty Images PART 5 Marketing the Product or Service Chapter 11 Small Business Marketing: Strategy and Research Chapter 12 Small Business Marketing: Product Chapter 13 Small Business Marketing: Place Chapter 14 Small Business Marketing: Price and Promotion Marketing your small business entails more than just personal selling or writing newspaper ads. Marketing involves every form of customer contact—plus much more. The theme of this book is creating a sustainable competitive advantage. The topics covered in Part 5 will form the basis for many of those advantages. All of them flow from one idea: You must understand how you serve your customers better than your competitors. Chapter 11 explores small business marketing strategies and marketing research. Chapter 12 highlights factors related to the products you sell. Chapter 13 discusses location and layout. Chapter 14 focuses on pricing and promotion strategies. 11 Small Business Marketing: Strategy and Research CHAPTER LEARNING OUTCOMES After reading this chapter, you should be able to: 1. Explain the importance of marketing to small businesses. 2. Describe the process of developing a small business marketing strategy. 3. Discuss the purpose of the market research process and the steps involved in putting it into practice. C © AP Photo/TimesDaily, Jim Hannon © Image Source/Getty Images hances are good that if you are reading these words, you have a Facebook page. Your mom, your dog, and the shop where you get your hair cut may have Facebook pages also. In the United States, about 100 million different visitors log on to the site each month. Understandably, entrepreneurs want to try to communicate their wares to any group so large and active. Ellie Sawits, CEO of Frutels, maker of chocolate candies that treat acne, Chapter 11: Small Business Marketing: Strategy and Research 265 finds Facebook to
