This book explains from the ground up how small and medium-sized enterprises, as well as young founders and start-ups, can develop, implement, and consistently maintain a systematic marketing strategy. The goal is to reach potential buyers with an economically sensible plan and reasonable resource allocation. Step by step, the author conveys a practical, logical process that can be directly integrated into everyday work. SMEs learn how to define target groups, determine the real product benefits, analyze the competition, find optimal marketing channels, and establish sustainable customer relationship management. With the help of numerous constructive questions, medium-sized businesses receive concrete assistance to fundamentally restructure their marketing, critically review it, or completely overhaul it.