Outside consultant: Small business wants to reach consumers

Sunday, June 16, 2013

David Alexander, Ph.D., assistant professor of marketing, was the author of the Star Tribune's Outside Consultant column this week, providing guidance on promoting a small business.

"Successfully promoting a novel product takes tremendous insight into the market. You must understand how people in the market you serve differ in their needs and expectations so you can find the group most receptive to the solutions you offer. Reaching this group (your target market) with a message that establishes your credibility sets your products apart from competitors."

Originally published: 06/16/2013, Star Tribune