Any business, whatever its size, must have a marketing strategy to increase sales. A guide.
It is often thought that marketing is essentially the launching of an advertising campaign or conducting market research. But it is a much richer area, covering not only actions to set up the business – for example, developing a product consumers will like – but also measures establishing customer loyalty and improving the company’s brand image, such as offering promotions or establishing a dialog with customers.
Marketing methods are not just for large companies with considerable resources to implement them. This section presents tools which are often simple and cheap, adapted to the requirements of self-employed entrepreneurs, start-up founders and managers of SMEs. It offers an overview of traditional techniques, such as advertising, but also the possibilities generated by communication channels on the internet.