MARKETING AS A COMPETITIVE ADVANTAGE OF SMALL BUSINESS

Abstract

It is a well-known fact that competitive capacity of an enterprise is basically determined by the efficiency of its marketing strategy, the ability to choose a promising niche in the market, and to enter new markets. It is also known that a small enterprise, as a rule, cannot spend a lot of money on marketing research and a promotion campaign. The financial crisis made it more difficult for small businesses to market and promote products. What are the ways to smoothly enter new regional markets today? What are the ways to estimate product promotion in a new region? How can local officials assist in these issues? How can small businesses get competitive advantages? Elena Ljvovna Emelianova, President of the Interregional Marketing Centers Association, answered these questions at an interview for our magazine.