CREATING A SUCCESSFUL MARKETING STRATEGY FOR YOUR SMALL NEW BUSINESS

Book ID/图书代码： 00078010B41747

English Summary/英文概要： According to the Wall Street Journal, 572,900 new businesses were started in the United States in 2003—and 554,800 businesses failed that same year. Perhaps that dismal statistic comes from the fact that more than 95 percent of all small, new businesses make one or more of the four major marketing strategy mistakes identified in this book.

Starting and growing a small business is not easy, especially in a difficult economy. Creating a Successful Marketing Strategy for Your Small New Business will help entrepreneurs load the odds in their favor with a four-part, step-by-step procedure for creating a marketing strategy that works—and avoiding the four major marketing strategy mistakes that can spell disaster.

Readers will come away understanding how to create a complete, synergistic marketing strategy with the characteristics and elements associated with successful startups, as well as an understanding of the sophisticated marketing strategy characteristics that lead to longevity in the marketplace. They will learn how to avoid errors that create lengthy delays in revenue generation or prematurely drain cash, and how to defend against large, well-established competitors. Numerous real-world examples are used throughout to assure maximum clarity. Note: This book is not aimed at mom-and-pop start-ups, but at serious entrepreneurs with high potential ideas who dream of creating sizable businesses.

Chinese Summary/中文概要： 根据《华尔街日报》数据显示，2003年572,900个新公司在美国成立，同样也有554,800个企业倒闭。也许，这令人沮丧的数据来自一个事实：所有新成立的小型企业中超过95%运用本书中提到的四个主要营销策略中的一个甚至几个。

启动和发展小企业是不容易的，尤其是在艰难的经济环境下。《为您新的小型公司建立成功的营销策略》将会帮助企业家们凭借自身优势把握机会，通过本书中分成四个部分、一步一步创建营销策略的程序，避免可能导致灾难的四大市场战略失误。

读者会从理解如何创建一个完整、与成功创业元素协同的特色营销战略中解脱出来，理解引领市场长盛不衰的复杂营销策略的特点。他们将学会如何避免错误，创造长期创收或延迟早期现金流失，以及如何抵御大而完善的竞争对手。本书采用许多现实世界的例子，以确保最大的清晰度。注：这本书不是针对妈妈们的以及心血来潮的初创企业，而是针对有着具有高度商业潜力的想法的严肃企业家，帮助他们完成创建具有一定规模的企业的梦想。(兼职翻译-JDM)

Awards/获奖情况：

About the Author/作者介绍： 斯坦利??斯达施是美国伊利诺伊州芝加哥罗耀拉大学市场营销学教授。他参与合著作品《市场营销和营销管理的分析研究：文本和案例》，撰写《市场营销策划与控制的系统分析》，并在《哈佛商业评论》、《营销杂志》和《市场营销和创业研究杂志》上发表研究文章。

Stanley F. Stasch is professor of marketing at Loyola University, Chicago, IL. He coauthored Managerial Analysis in Marketing and Marketing Research: Text and Cases, authored Systems Analysis for Marketing Planning and Control, and has published articles in the Harvard Business Review, the Journal of Marketing, and the Journal of Research in Marketing and Entrepreneurship.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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