5C COMPLEX: MARKETING MIX FOR SMALL BUSINESS

Abstract

Purpose: This article describes author''s «5C» marketing mix complex, which includes five basic directions of marketing for small businesses. Discussion: This article shows the results of PhD study «Guerilla marketing in small and medium business». Author has analyzed the data of research, which was made on small companies of Yekaterinburg and described main trends of small business marketing, detecteded by this research. Guerilla marketing is proposed as a way to make this trends real. Here is given and described in detail its definition and content, as well as its connection with another popular definitions, «marketing of interaction» concept and «marketing mix» term. The history of marketing mix and ins use is described too. Results: This article requests and describes a complex, describes in details each of it''s parts and their importance for small business, its practical use, and a system of actions to change marketing for this complex. Results of empirical researches proved that companies need modern marketing solutions, especially oriented to small business.