The New 4Cs of Small Business Marketing

£4.99

Product Description

We need another model, one which is more sympathetic to the needs of the small business owner .. By Mike Farmer

Extract

Few theories have endured as well as Jerome McCarthy’s 4 Ps (Product, Price, Place and Promotion) which were first suggested in 1960. There have been many imitators since, e.g. the 7 Ps (McCarthy’s four plus People, Process and Physical evidence), the 4 Cs (Consumer, Cost, Convenience and Communication), and Ogilvy and Mather’s 4 Es (replacing McCarthy’s Ps with Experience, Exchange, Everyplace, and Evangelism, respectively. Fetherstonhaugh, 2009).

Each has its merits for the ‘text book’ brand with a finely tuned pricing strategy, manageable distribution channels and a promotional budget, but how useful are these models for the small business-to-business enterprise? How does the entrepreneur who is trying to build up a recruitment or web design business, or an architecture practice, apply these principles in any practical way? In my experience, not very easily. Usually the person or people behind a small business are the product, the price is determined by what their expertise can command and promotion often revolves around today’s favourite business pastime – networking. In other words, most of the marketing mix revolves around the individuals in the company: they are the brand.

So we need another model, one which is more sympathetic to the needs of the small business owner. This article outlines my new 4 Cs of marketing with the small business entrepreneur at its heart: a practical strategy for today’s changing business landscape.

Reviews

There are no reviews yet.

Be the first to review “The New 4Cs of Small Business Marketing”

Powered by WordPress. Designed by Woo Themes