Marketing for Entrepreneurs : Concepts and Applications for New Ventures

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  • Format: Paperback
  • Copyright: 2009-09-16
  • Publisher: SAGE Publications, Inc
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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
Marketing: Defined
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
Understanding competition
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
Entrepreneurial Pricing
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.

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