Marketing for Entrepreneurs, 2nd Edition provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The text focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits.
Key Features
Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures.
Unique Focus: The author looks beyond the "4Ps" to address forces in the external marketing environment.
Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing in the development and promotion of new products and services, including opportunity assessment, research, understanding customers and competitors, branding, pricing, and creating a market plan.
Pedagogical Highlights
Entrepreneurial Marketing Spotlights illustrate how successful entrepreneurs use contemporary marketing techniques, providing real-life examples for readers.
Entrepreneurial Exercises encourage readers to apply what they have learned, promoting deeper understanding and retention.
Key Takeaways summarize material covered in the chapter, allowing students time to review before advancing in the text
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Insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success.
Preface
1. Marketing in an Entrepreneurial Context
2. Finding and Evaluating the Right Marketing Opportunity
3. Using Marketing Research to Ensure Entrepreneurial Success
4. Understanding Customers and Competitors
5. Segmentation, Targeting, and Positioning
6. Developing New Products and Services
7. Building and Sustaining the Entrepreneurial Brand
8. Entrepreneurial Pricing
9. Entrepreneurial Channel Development and Supply Chain Management
10. Entrepreneurial Promotion: Doing More With Less!
11. The Entrepreneurial Marketing Plan
Appendix - Sample Entrepreneurial Marketing Plan
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Produktdetaljer
ISBN
9781452230047
Publisert
2012-11-13
Utgave
2. utgave
Utgiver
Vendor
SAGE Publications Inc
Vekt
340 gr
Høyde
228 mm
Bredde
152 mm
Aldersnivå
05, 06, U, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
264
Forfatter