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Marketing for Micro 101:

Drawing lessons from around the country
By Luz Gomez

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
~Peter F. Drucker

This is not your typical marketing how-to guide but rather a synopsis of important elements to consider as students embark on offering microenterprise services in their local communities. This publication offers an array of marketing experiences and some lessons drawn from microenterprise organizations across the country. It also introduces important marketing concepts such as defining a target market, the implications on product/services design, and the incorporation of evaluation. The hope is that students will reflect on the lessons and devise their own strategies to serve low-to-moderate income small businesses in their local communities.

Reprinted with permission from the Aspen Institute FIELD Program

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