Marketing for Entrepreneurs: Concepts and Applications for New Ventures / Edition 2

Marketing for Entrepreneurs: Concepts and Applications for New Ventures / Edition 2

by Frederick G. Crane
     
 

ISBN-10: 1452230048

ISBN-13: 9781452230047

Pub. Date: 09/12/2012

Publisher: SAGE Publications

Using the latest research and information on entrepreneurial marketing, including consumer behavior, social media, and intellectual property, the Second Edition of Marketing for Entrepreneurs provides practical insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. Business expert and

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Overview

Using the latest research and information on entrepreneurial marketing, including consumer behavior, social media, and intellectual property, the Second Edition of Marketing for Entrepreneurs provides practical insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. Business expert and influential author Frederick G. Crane focuses on how to use marketing to find, evaluate, and exploit the right venture opportunity. He then walks students and professionals through the various phases and steps of the marketing process, highlighting what is unique to and effective for entrepreneurial pursuits. Written for existing entrepreneurs and potential entrepreneurs alike, this book guides readers from where they are to where they want to be!

Product Details

ISBN-13:
9781452230047
Publisher:
SAGE Publications
Publication date:
09/12/2012
Edition description:
Second Edition
Pages:
264
Sales rank:
392,882
Product dimensions:
5.90(w) x 8.90(h) x 0.70(d)

Table of Contents

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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