وصف الكتاب:
ويوضح الكتاب، الصادر عن دار غيداء للنشر والتوزيع- عمان، أن تبني المنشآت الصغيرة لاستراتيجيات تسويقية في السوق المستهدف، يجب أن يكون ضمن أطر ومحاور وآليات تحقق هذه الأهداف، وبما يتلاءم مع خصائص المنتجات التي ستقوم هذه المنشآت بتسويقها من المزيج التسويقي بعناصره الأربعة التي تمثل المحاور الرئيسة في الاستراتيجية التسويقية، حيث إن درجة تكامل هذه العناصر تتم من خلال هذا المزيج الذي يمكن تكييفه وتطبيقه وفقا للأوضاع المختلفة والسائدة في السوق. ويتحدث الكتاب وهو من تأليف"د. محمد منصور أبو جليل، د. فراس جميل العتوم، د. إيهاب كمال هيكل، سعيد راشد الكتبي من دولة الامارات العربية المتحدة"، عن عملية التسويق المتخصصة في المنشآت الصغيرة، التي تهدف إلى تحقيق حاجات ورغبات الزبائن المستهدفين. كما رأى المؤلفون أنه في العقود الماضية تزايد اهتمام الدول مع اختلاف قوة اقتصادها بالمشروعات الصغيرة، وذلك بسبب الدور الايجابي الذي تقدمه لدعم حركة التنمية الاقتصادية وزيادة النمو الاقتصادي ورفع مستوى الدخل الفردي والمساهمة في زيادة نسب التوظيف وتقليل معدلات الفقر والبطالة، ونتيجة لهذا التوجه والمدعم بالتخطيط الاستراتيجي والدراسات الاقتصادية تمكنت هذه الدول من تحقيق مرادها. يحتوي الكتاب على ثلاثة عشر فصلا يتحدث الفصل الأول عن المشروع الاستثماري ودراسات الجدوى الاقتصادية، بينما يتناول الفصل الثاني دراسات الجدوى التسويقية، أما الفصل الثالث فيتحدث عن المشاريع الصغيرة، بينما يتناول الفصل الرابع الإبداع الريادي في المنشآت الصغيرة. ويقدم الفصل الخامس مقدمة عامة في التسويق بالمنشآت الصغيرة، ويستعرض الفصل السادس عناصر المزيج التسويقي في المنشآت الصغيرة، وكذلك يبين الفصل السابع المنتج في المنشآت الصغيرة، أما الفصل الثامن فيقدم الكتاب تسعير المنتجات في المنشآت الصغيرة، ويبين الفصل التاسع دور الاتصالات الترويجية في المنشآت الصغيرة. ويقدم الكتاب في الفصل العاشر التوزيع في المنشآت الصغيرة، وفي الفصل الحادي عشر نظام المعلومات التسويقي في المنشآت الصغيرة، أما في الفصل الثاني عشر فيقدم بحوث التسويق في المنشآت الصغيرة، ويتحدث الكتاب في الفصل الثالث عشر عن التسويق الالكتروني في المنشآت الصغيرة. ويرى المؤلفون أن المشروعات الصغيرة اصبحت "ميزة" العقود الأخيرة من القرن العشرين، مبينين أن العالم "يعايش التطور والتوسع المستمرين في المشروعات الصغيرة"، حتى إن التقدم الاقتصادي الذي تسعى اليه كافة اقتصادات بلدان العالم أخذ يعتمد بحد كبير على نمو واتساع المشروعات الصغيرة في مجال الأعمال وخاصة في مجال الخدمات والتجارة. ويشير الكتاب إلى أن المشاريع الصغيرة تعد من الحقول المهمة والواعدة في اقتصاديات الدول الصناعية المتقدمة والدول النامية على حد سواء، فهي تسهم في تحريك عجلة النمو الاقتصادي وفي تحقيق اهداف خطط التنمية الاقتصادية والاجتماعية الشاملة، كما تعد مثل هذه المشروعات الريادية النواة الأولى في تأسيس وبناء منظمات الأعمال الصغيرة والكبيرة وعلى مختلف مستوياتها التنظيمية، مما يجعل مثل هذه المنظمات قادرة على الدخول إلى الاسواق. ويهدف التسويق في المنشآت الصغيرة كما يبين الكتاب لتحقيق حاجات ورغبات الزبائن المستهدفين، لذلك فإن تبني المنشآت الصغيرة لاستراتيجيات تسويقية في السوق المستهدف، يجب ان يكون ضمن اطر ومحاور وآليات تحقق هذه الأهداف، وبما يتلاءم مع خصائص المنتجات التي ستقوم هذه المنشآت بتسويقها، حيث ان درجة تكامل هذه العناصر تتم من خلال هذا المزيج الذي يمكن تكييفه وتطبيقه وفقا للأوضاع المختلفة والسائدة في السوق.
اشترك الان في النشرة الاٍخبارية و ترقب استقبال افضل عروضنا علي بريدك الاٍلكتروني
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