Advanced Information Sheet: futureSME book

8/6/2019 Advanced Information Sheet: futureSME book

http://slidepdf.com/reader/full/advanced-information-sheet-futuresme-book 1/7



2 Advanced Information Sheet | futureSMETM

| ISBN: 9781849141079 ©2011

The Marketing Press | Marketing Sans Frontières Ltd. | Arclabs, Waterford Institute of Technology

Waterford, Ireland | T: 00353 1657 1440 / UK 0131 202 6090 | [email protected]

Advance Information SheetPublication Title:

futureSME Author: Format:

David James Hood PgDIM, PgDED, PGMN Hardcover, 216 x 140 portrait, English

ISBN: Extent:

9781849141079 Approx 200pp

Publication date: Illustrations:

August 31st

2011 30 b/w, tools and methodologies

Price / RRP: GBP 12.50 / Euro 15.00 Internet References:

Category: Business / Management TBA

“The world economy is changing rapidly and unpredictably, with the

increasing globalisation of markets, emergence of developing

economies and climate change challenging all businesses.

Nowhere is this more keenly felt than amongst Europe’s small

manufacturing companies.” - The E.U. futureSME project

Description

futureSME is the book that forms part of the European Unions initiative for Small to Medium sized

Enterprises of the same name. It crystallises both the findings of the EU-wide research to find outwhat issues affect SME’s effectiveness and competitiveness, along with the findings from

MyMarketingLife, the professional Marketer community that relate to SME’s competitive advantage

and how that can be linked and improved to advanced marketing prowess.

The opportunity is for a Sponsor-Partner to support this exciting new book; as the book is to be

provided to all participating SMEs in the programme (thousands over the next two years), this would

suit a supplier or organisation seeking to supply to SMEs (particularly manufacturing) with products

or services. A full page is available in the resources section for any Sponsor-Partner.

Tens of thousands of SMEs involved and reading throughout Europe in 2010/11

Mainly progressive manufacturing companies with an intent to improve SMEs join the programme online and can quickly obtain their copy

A large number of countries and enterprise partners within those countries are promoting

futureSME to their audience of SMEs

The large majority of commercial companies in the E.U. are small businesses; they are not only

important historically, but as the world attempts to move on from recession, those small to medium

sized businesses can lead the way; they are hungry to harness what they need to improve their

competitiveness and revenue generation. Those that get a copy of the futureSME book are more

likely to go on and seek help from products and services that help them achieve improvements –

they are already taking major steps and investing in their future by taking part in the initiative and inobtaining the book.

mailto:[email protected]







| ISBN: 9781849141079 ©2011

Main Selling Point / Key Points of Interest

The objective is to supply and promote the book to thousands of SMEs throughout Europe

to help them markedly improve their competitiveness, agility and resilience

The Sponsor-Partner’s logo is on the cover of the book and is identified as a major Sponsor-

Partner within the books web site and a complete page in the Resources Section of the

book, with links to the Sponsor-Partners own landing page (to progress and process anyenquiries)

Each SME is given a complimentary copy of the book as part of the futureSME online

project and access to extracts

The SMEs are predominantly in manufacturing and they have a need for products and

services to improve their product, service, overall proposition and supply chain

Many will have undertaken a quick and powerful online diagnostic that offers an action plan,

so the reader will be in a ‘mood for action’ and keen to engage

Additionally, further value is enjoyed as the book is to be promoted to the MyMarketingLife

and Global Marketing Network community collectives of professional marketers, managers

and executives responsible for generating revenue for their organisations

This book is EVIDENCED from work undertaken by researchers for the futureSME initiative

and coupled with profound new SME marketing and competitiveness data and advances

through MyMarketingLife by the Author; decisively upgrading traditional marketing tools

and models to markedly enhance the competitive process for the SME

Both the book and the futureSME online service takes the SME on a very quick journey,

pointing them authoritatively in the right direct, and readying them for action

Additional points

The futureSME project identified that 5 of the top 6 issues for SMEs were to do with

marketing; SMEs therefore have an evidenced and apparent need to improve their

competitive abilities through enhancing their marketing prowess

The book is positioned consciously for the forward-thinking SME that is currently investing

or seeking to invest in its future

The knowledge contained within the book is exclusively contained within the book; although

excerpts may be provided, the reader will obtain the knowledge from the book only, thereby

ensuring that the Sponsor-Partner has maximum impact and profile, fused with the book

and increasing the Sponsor-Partners brand as ‘being at the sharp edge’

The book cuts to the chase; there is no extraneous guru-type commentaries that simplyfollow the latest fad; the book outlines precisely what to change, what to change to and how

to make the change to advanced competitiveness and marketing in specific steps

The Author has twenty years experience at top-flight level and was an early innovator in

modern marketing and a previous Chair of the Chartered Institute of Marketing’s Technology

group, presiding over its rise and influence as a major organisation, growing it to 70,000

members; he is now creating the definitive MyMarketingLife community to improve efficacy

and prowess for the Marketer and marketing

Uniquely, it actually tells the Reader HOW to undertake the necessary changes




| ISBN: 9781849141079 ©2011

Chapter Summary

(The Chapter structure may change slightly from this format)

1. Foreword (TBA)

2.

Introduction (the book, the project and ‘what’s in it’ for thereader, fit with the futureSME initiative)

3. The Reality: Addressing Stress for the SME Owner, Manager and

Executive ; ‘big company ideas v SME realities’

4. Competitiveness and the SME: we want it; how do we get it?

5. Increasing Your Confidence: Leveraging what you have

6. Maximising SME Management: Making Better Decisions,

Investments and Predictions

7. Your Unique Selling Proposition: Agility, the ‘AdaptiveOrganisation’, Profit and Revenue Improvement

8. Real Market Presence: Marketing on a Budget, Branding,

Positioning and the SME

9. What do we really need to do? Timing Issues, Knowledge and

Investment

10. Grasping the Opportunity – ONE

(MARKETING; changing to the customer’s currency and value;

word-of-mouth sensing and management)

11. Grasping the Opportunity - TWO,

(SALES; improving the way we create and fill the revenue

pipeline)

12. Quick Wins (rather than Quick Fixes)

- What to Change

- What to Change to

- How to Change

13. Optimising your Proposition and Making More Money

Glossary

Resources – including a full Sponsor-Partner page; links to

resources allied to the futureSME project

Author Biography




| ISBN: 9781849141079 ©2011

The Author

David James Hood is an experienced and leading

Marketer, grounding his career and approach to business in Life Sciences, Electronics, Specialist

Engineering and Environmental Science before moving on to the ‘more ethereal’ areas of product

and marketing management and the related area of strategic improvement of competitiveness. In

2010, he wrote the seminal book for professional marketing ‘The Marketing Manifesto’.

See reviews for The Marketing Manifesto at: http://www.themarketingmanifesto.com/7.html

He is currently the CEO and ‘Concepteur’ of the specialist marketing intellectual property, capital

and asset creation and development company Marketing Sans Frontières. He was an early innovator

in modern digital and technology-led marketing, has served on the UK’s Marketing and Sales

Standards Setting Body, the manufacturing group CompetitiveScotland, and is a Guest Lecturer at

the University of Glasgow and a professional member of the Global Marketing Network's Advisory

Council. He was in demand as a Speaker during the dotcom and e-everything bubble, and saw thatthe marketing world was wanting.... And stepped up to the mark.

It was during his term as Chair of the Chartered Institute of Marketing’s Technology group that he

clearly saw some imperfections in marketing, and took up the challenge to help improve marketing

as an art and a science. Existing practices that fell way short of the Marketers’ aspirations bedevilled

the profession and he set out to do something about them.

David is leading the development of the online professional marketer community

MyMarketingLifeTM

that is dedicated to sensing and serving the Marketer – to bring forward new

knowledge, products and services that are evidentially required by the Marketer, are critical to their

personal and corporate success, and create real C.P.D.

David has a postgraduate diploma in International Marketing and a postgraduate diploma in

Enterprise Development; is a professional member and sits on the Advisory Council of the Global

Marketing Network and is passionate about Scottish history, music and politics, anything French, and

the interdependent business and societal activities between people and organisations.

http://ie.linkedin.com/in/davidjameshood

Images of the Author and Books are available upon request.

http://www.themarketingmanifesto.com/7.html







Advanced Information Sheet: futureSME book

Documents

Transcript of Advanced Information Sheet: futureSME book