Chapter 11
Marketing: Products, Pricing, Distribution, Promotion, and Sales
IN THIS CHAPTER
Defining marketing and developing products or services
Determining a price and pricing strategy
Setting up a distribution system
Promoting your products or services and creating buzz with publicity
Understanding the role of online marketing
Realizing the importance of sales and customer relationships
Close the door, turn off your phone and computer, and put on your thinking cap. It’s time to discuss the topic of marketing and the process that defines it. After all, marketing is the one facet of your business that will separate your product or service from the hundreds (or however many) of competing products or services in the marketplace. Yet, marketing is typically ranked either first or second on the small-business owner’s list of the most difficult skills to master. (Managing employees is ...
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