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Innovation and Best Practice
for Business Success

Established 1967

Competitive SME

Competitive SME

Building Competitive Advantage Through Marketing Excellence for Small to Medium Sized Enterprises

David James Hood


Inspired by the futureSME European Union initiative, this book shows SMEs how to harness and exploit competitiveness, agility, performance and resilience quickly and effectively to increase growth.

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About the book

Competitive SME is a comprehensive guide to grasping the competitive and marketing opportunities facing small to medium size enterprises today. Inspired and driven by the EU initiative futureSMETM, it gives essential advice on how, by implementing a clear and focused strategy and using simple tools, you can survive, thrive, and compete. It outlines a simple yet effective model that will allow you to:

create and manage effective marketing and branding processes;
better engage with your market , creating and projecting real value;
increase your worth to the market with corresponding increase in revenue;
maximise your resources, however limited;
ensure that your competitive edge and U.S.P. is amplified and sustained.

Packed with simple but effective tools, Competitive SME is an essential, practical handbook for any manager or owner of an SME / SMB who wants to outperform their competitors.

Table Of Contents

    • Chapter - 01: Introduction;
    • Chapter - 02: The reality: Addressing stress for the SME owner, manager or executive;
    • Chapter - 03: Competitiveness and the SME: We want it; but how do we get it?;
    • Chapter - 04: Increasing your confidence: Leveraging what you have;
    • Chapter - 05: Maximizing SME management: Making better decisions: Investments and predictions;
    • Chapter - 06: Your unique selling proposition: agility, the ‘adaptive organization’, profit and revenue improvement;
    • Chapter - 07: Real market presence: marketing on a budget; branding, positioning and the SME;
    • Chapter - 08: What do we really need to do? Planning to win;
    • Chapter - 09: Grasping the opportunity 1 (MARKETING): ‘changing the currency’;
    • Chapter - 10: Grasping the opportunity 2 (SALES): ‘changing to managing the INCOME (revenue) PIPELINE’;
    • Chapter - 11: Quick wins (rather than quick fixes);
    • Chapter - 12: Optimizing your proposition and making more money: bringing it all together!

Book Details

  • EAN: 9780749468507
  • Edition: 1
  • Published: 3rd February 2013
  • Paperback
  • Dimensions: 234x156
  • 232 pages

About the Author

David James Hood is a specialist in competitiveness and proposition / revenue improvement and was an early innovator in modern digital and technology-led marketing. He has served on the UK's Marketing and Sales Standards Setting Body and the manufacturing trade body competitiveScotland. He is Co-Director of the 'Competitive SME' mission, Director of the Global Marketing Network's Online Community and serves on its Advisory Panel, and is the Commercial Director for Aqua Energy Scotland. He is also a Guest Lecturer at the University of Glasgow, and has previously held the role of Chair of the Chartered Institute of Marketing's technology group.

David James Hood

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