Free Ebook Marketing Strategy for Small- to Medium-Sized Manufacturers: A Practical Guide for Generating Growth, Profit, and Sales, by Charles E. Fra
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Marketing Strategy for Small- to Medium-Sized Manufacturers: A Practical Guide for Generating Growth, Profit, and Sales, by Charles E. Fra
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Does this sound familiar? You’ve tried to grow your business but have produced less-than-desired results. You’ve learned that your working capital, cash flow, financial ratios, and overall profitability are insufficient to afford the costs of needed sales, marketing, and promotional strategies typically called for to find and develop new customers, markets, and products. It’s very common that company executives do not follow generally accepted basic business practices such as knowing product costs and margins, obtaining strategically useful information about customers, conducting market research to identify prospective customers, and understanding competitors’ advantages and disadvantages needed to build effective growth strategies. Based on 21 case studies and 126 reviews of manufacturers’ sales and marketing practices, this book explains the common pitfalls so many companies experience, and it offers common sense, practicable, and affordable step-by-step “how to’s” for cost and profitability analyses on products and customers. It will help you find prospective new customers, conduct smart market research, and decipher and use competitor intelligence. It also provides guidelines for determining the best combination of sales coverage for inside/outside sales and independent reps and for estimating the cost to implement sales, marketing, promotional, and growth strategies.
- Sales Rank: #3008543 in eBooks
- Published on: 2013-04-23
- Released on: 2013-04-23
- Format: Kindle eBook
About the Author
Atlanta, GA; Retired--Georgia Institute of Technology's Enterprise Innovation Institute
Most helpful customer reviews
0 of 0 people found the following review helpful.
2 Lane Marketing Book Review
By Chad M Summers
As a strategic marketing consultant focused on manufacturers, I found this book to be a great read. Manufacturers are the backbone of a strong US economy and effective strategic marketing practices are needed now more than ever to compete in the global economy. All too often when people hear marketing, they think of web sites, brochures, and advertisements which make up only one small slice of the marketing pie - that of marketing communications. While important, these are only effective when you've done the proper analysis and strategic planning first. Given the product-driven past of manufacturing, this is a big challenge for most to overcome. Transition to a market-driven approach for innovation and growth requires marketing tools and expertise to assess margins, customers, markets, and competitors. The author, Charles France, points out that most manufacturers in the US are small or mid-sized, most are family owned or privately held, and based on the 126 manufacturers surveyed, many lack the financial and/or human resources necessary to analyze data, develop strategies, and implement them to grow their business. This book provides practical advice illustrated with case studies designed to help manufacturers understand where to begin and how to navigate the unchartered territory of marketing strategy. For the benefit of a strong US economy and for the survival of countless quality businesses, I hope many small and mid-sized manufacturers take the time to read this book.
0 of 1 people found the following review helpful.
Marketing Strategy for Small to to Medium-Sized Manufacturers.
By jackarm
Frankly disappointed. I was looking for some actual strategies on how to find new markets or new customers. This gives a lot of info on cost analysis margins which is good but not what the title implies the book will be about. I read it and came away with virtually nothing I did not already know and zero ideas about marketing.
If you want to know about margins and so forth. buy it. marketing - would not recommend
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