Introduction

Abstract

This addition to the Macmillan Small Business Series is written with four audiences in mind:

• 1. Those people who actually run small businesses

• 2. Those students taking courses on small business in universities, polytechnics and colleges, and others working for professional examinations, perhaps banking or accounting

• 3. Those many students who are beginning their studies in marketing and are looking for a book which reviews the whole framework of marketing in simple terms and upon which they can build by referring to more theoretical texts

• 4. Executives in companies in functions other than marketing who would like to gain an understanding of what marketing is really about

An important aspect of ‘marketing’ is ‘selling’ and one of the things which salespeople over the years have believed is that, if you are making a sales presentation, you should:

• 1. Say what you are going to say,

• 2. Say it, and

• 3. Summarise.