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Design your own market research tools

Summary of the report

This report shows you different classifications for information sources, research tools and recommendations on their use for small businesses.

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Build your own communicative marketing plan

This report describes all different criteria to build market segmentation, some positioning strategies and methodology to develop a communicative marketing plan.

Strategies for small retailers to compete against large retail outlets

Small retailers have several different business strategies to choose. This report develops some of them, where experts point out the most important aspects to start a retail business and compete against large outlets and department stores.


Although we usually don't remember, it is very likely that we have heard several times about the word benchmarking. This report aims to introduce you to this marketing instrument, which increasingly more companies use to enhance their competitiveness.

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  • Kotler, Philip ┐Mercadotecnia┐. 6║ Ediciˇn (con Gary Armstrong). Prentice Hall
  • Bassat, Ll. (1999) ┐El libro rojo de la publicidad┐ Espasa Calpe
  • Lambin, Jean Jacques (1997) ┐Marketing EstratÚgico┐ , Madrid : McGraw-Hill