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Creating a Successful Marketing Strategy for Your Small New Business
Book

Creating a Successful Marketing Strategy for Your Small New Business

Stanley F. Stasch
Praeger, 2010

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Editorial Rating

6

Qualities

  • Concrete Examples
  • Inspiring

Recommendation

Most new business owners don’t give much thought to establishing a complete, thorough marketing plan, and it shows: “Some 80-90% of new business start-ups fail within the first two to three years.” So says Stanley F. Stasch, who long has studied this phenomenon and offers sage advice to entrepreneurs hoping to beat the odds. Stasch does a solid job of presenting research and case studies that drive home his main points, but less-patient readers may find his guide for small business practitioners repetitively wordy, with too many lists, guidelines, warnings and rules for a small business to implement. Because his book contains good examples of marketing successes and failures, getAbstract considers it more effective as an inspirational guide than as a fully do-able how-to manual, and recommends it to first-time business owners looking to stoke their marketing mojo.

Take-Aways

  • Research shows that almost 90% of American businesses fold within the first few years.
  • “Inadequate and incomplete” marketing strategies account for many of these failures, along with a limited understanding of customers’ motivations and competitors’ strengths.
  • Time and money are crucial: New firms often take too long to bring in revenues.

About the Author

Stanley F. Stasch is professor of marketing at Loyola University in Chicago. He is the author and co-author of numerous books and articles on marketing.

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