Summary
Appropriate marketing strategies and marketing politics for SME are presented. In generally SME can fulfill each possible strategic position. But typically SME will play a nish role in concentrating on a specific product– market– combination. As a guerilla excellent attention results can be reached. Specialities of product innovation and branding strategy of SME are worked out.
Marketing politics — under the low budget restriction — with respect of all marketing instruments (communications, pricing, distribution) are presented. Important approaches are corporate identity– policy, virale and cooperative communications. The appropriate pricing approach depends on realized marketing strategy. Affiliate marketing is an interessant approach with respect of distribution system.
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Berndt, R. (2006). Low Budget Marketing für KMU. In: Berndt, R. (eds) Management-Konzepte für kleine und mittlere Unternehmen. Herausforderungen an das Management, vol 13. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-31772-4_11
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DOI: https://doi.org/10.1007/3-540-31772-4_11
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-31771-5
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