Marketing for Entrepreneurs: Concepts and Applications for New Ventures (2nd Revised edition)

Marketing for Entrepreneurs: Concepts and Applications for New Ventures (2nd Revised edition)

By: Frederick G. Crane (author)Paperback

Only 2 in stock

Description

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

About Author

Frederick G. Crane is an executive professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing. His academic research activities have resulted in more than 100 publications, including fifteen books. Additionally, he currently serves on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.

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

Product Details

  • ISBN13: 9781452230047
  • Format: Paperback
  • Number Of Pages: 264
  • ID: 9781452230047
  • weight: 340
  • ISBN10: 1452230048
  • edition: 2nd Revised edition

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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