Ian Chaston Knihy

Amidst a global recession and rising competition from China, Western companies are challenged by stagnant domestic sales. The book outlines innovative counter-response strategies that leverage new knowledge to create cutting-edge products and enhance internal organizational processes. It emphasizes the need for adaptation beyond traditional methods to thrive in a rapidly changing market landscape.

Focusing on the integration of knowledge within marketing management, this book illustrates how leveraging information can strengthen and optimize marketing strategies in organizations. It emphasizes the importance of understanding and applying knowledge to improve decision-making and drive organizational success.

Small Business Marketing Management is designed to demonstrate how small firm performance is impacted by effective marketing. The text uses both published research and 'real world' case studies to provide a text covering the key aspects of the small business marketing process. As such it provides realistic, validated-through-research management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance small firm performance. Companion Website: http://www.palgrave.com/business/chaston2/

This book offers an electronic inspection copy specifically designed for instructors, providing them with easy access to the content for evaluation and teaching purposes. It is an ideal resource for educators looking to assess the material before incorporating it into their curriculum.

Focusing on the impact of the global recession, this book emphasizes the necessity for firms to adapt their marketing strategies to target baby boomers, the wealthiest and fastest-growing consumer demographic. Chaston provides insights into how businesses can effectively engage this age group, highlighting their significant purchasing power and the importance of understanding their unique needs in a changing economic landscape.

Focusing on the concept of "creative destruction," the book explores how technological breakthroughs can create new market opportunities despite initial uncertainty. It highlights the distinct management processes required for technology-driven versus market-driven entrepreneurship, particularly during the ongoing third Industrial Revolution. Drawing from academic theories and real-world examples, the text presents 86 managerial guidelines designed to enhance the success of technological entrepreneurship in both startups and established businesses.

Focusing on the role of entrepreneurship in fostering innovation and competitive advantage, this book challenges the notion that technological entrepreneurship is limited to small and medium enterprises. The author posits that a strong commitment to entrepreneurship is crucial for sustainable wealth generation at both organizational and national levels. By addressing the evolving landscape of entrepreneurship, the book serves as a vital resource for understanding its impact on economic growth and societal advancement.

The book addresses the challenges posed by reduced public sector spending, highlighting the impact of austerity on voters through higher taxes and dwindling services. It emphasizes the need for a shift in public sector management philosophies, advocating for a reformation in organizational thinking and values to effectively optimize service provision amidst limited resources.