Abstract
It is all well and good having a product or service idea, but will it prove to be a profitable business? Too many businesses are set up without thinking about this essential question. The answer revolves around the most important person in any business — the customer. Marketing is the process of matching the needs of the customer to the capabilities and resources of the firm. When John Egan was MD of Jaguar, he said:
Marketing is about making money from satisfied customers — without satisfied customers there can be no future for any commercial organisation.
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Rick Brown, Marketing for the Small Firm, Holt, Rinehart & Winston, 1985.
Philip Kotler, Marketing Management, 7th edition, Prentice-Hall, 1991.
Malcolm McDonald, Marketing Plans: How to Prepare Them, How to Use Them, Butterworth, 1989.
Michael Porter, Competitive Advantage — Creating and Sustaining Superior Performance, The Free Press, 1985.
Derek Waterworth, Small Business: Marketing for the Small Business, Macmillan, 1987.
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© 1993 Jim Dewhurst and Paul Burns
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Dewhurst, J., Burns, P. (1993). Marketing. In: Small Business Management. Macmillan Small Business Series. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-23109-6_5
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DOI: https://doi.org/10.1007/978-1-349-23109-6_5
Publisher Name: Palgrave Macmillan, London
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