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What every entrepreneur needs to know about marketing a new venture This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book 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 'żż4Ps'żż 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.
Table of Contents
|Marketing in an Entrepreneurial Context|
|The Seven Steps in the Marketing Process|
|Using marketing to discover and satisfy customer needs|
|The 5Ps for product-based ventures and 8Ps of service-based ventures|
|Finding and Evaluating the Right Marketing Opportunity|
|Characteristics of a good opportunity|
|Using Marketing Research to Ensure Entrepreneurial Success|
|Marketing research as success insurance: reducing venture failure rates|
|Types of marketing research|
|Understanding Customers and Competitors|
|Understanding the customer|
|Segmenting, Targeting, and Positioning|
|Ways to segment consumer and business markets|
|Selecting target segments|
|Developing New Products and Services|
|Types of new products and services|
|Characteristics of successful new products and services|
|The new product/service development process|
|Managing your products/services over their life cycles|
|Building and Sustaining the Entrepreneurial Brand|
|What is a brand?|
|The entrepreneurial branding process|
|Why is entrepreneurial branding important?|
|Entrepreneurial Branding strategies|
|Characteristics of a good brand|
|The pricing parameters|
|Some entrepreneurial pricing advice|
|Entrepreneurial Channel Development and Supply Chain Management|
|Defining channels of distribution|
|Factors affecting channel choice|
|When to use intermediaries|
|When to go direct|
|When to use multi-channel marketing|
|Channel design considerations|
|Channel choice and development in a global context|
|Supply Chain management and marketing strategy|
|Entrepreneurial Promotion: Doing More With Less!|
|Developing integrated marketing communications (IMC)|
|The Communications Mix|
|Advertising; Public Relations; Sales Promotion; Personal Selling; and Direct marketing|
|Constructing an IMC Plan|
|Testing and Evaluating the Plan|
|Maximizing the IMC budget and impact of the communications|
|The Entrepreneurial Marketing Plan|
|The Anatomy of the entrepreneurial marketing plan|
|Planning and strategy lessons|
|Profitability and ROI Marketing|
|Sample Marketing Plan|
|Table of Contents provided by Ingram. All Rights Reserved.|