Marketing for Entrepreneurs Concepts and Applications for New Ventures

ISBN-10: 1452230048
ISBN-13: 9781452230047
Edition: 2nd 2013
List price: $71.00 Buy it from $42.04
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Description: Marketing for Entrepreneurs 2e 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  More...

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Book details

List price: $71.00
Edition: 2nd
Copyright year: 2013
Publisher: SAGE Publications, Incorporated
Publication date: 9/12/2012
Binding: Paperback
Pages: 264
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.792
Language: English

Marketing for Entrepreneurs 2e 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 ô4Psö 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

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.

Preface
Marketing in an Entrepreneurial Context
Marketing: Defined
The Seven Steps in the Marketing Process
Why Marketing in New Ventures Is Different
Using Marketing to Discover and Satisfy Customer Needs
The 5Ps of Product-Based Ventures
The 8Ps of Service-Based Ventures
Market Fulfillment Versus Market Creation
How Social Media Is Changing the Entrepreneurial Game
The External Marketing Environment
Five Forces in the Entrepreneurial Marketing Environment
Environmental Scanning
An Environmental Scan of the United States
Key Takeaways
Entrepreneurial Exercise
Key Terms
Finding and Evaluating the Right Marketing Opportunity
Opportunities Can Be Recognized, Discovered, or Created
Characteristics of a Good Opportunity
Finding Marketing Opportunities: Where to Look
Veiled/Niche Opportunities
Evaluating Marketing Opportunities
Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback
Opportunities and the Business Model
Key Takeaways
Entrepreneurial Exercise
Key Terms
Using Marketing Research to Ensure Entrepreneurial Success
Marketing Research: Defined
Types and Methods of Marketing Research
Secondary Data
Primary Data
Other Research Issues
Research Design
Sampling
Proper Data Collection and Analysis
Research Conclusions and Taking Action
Designing a Marketing Information System
Key Takeaways
Entrepreneurial Exercise
Key Terms
Understanding Customers and Competitors
Understanding the Customer
Psychological Influences
Sociocultural Influences
Situational Influences
Marketing Mix Influences
Business Customers
Key Differences and Key Similarities
Business Buying Criteria
They Buying Center
Understanding Competition
Key Takeaways
Entrepreneurial Exercise
Key Terms
Segmentation, Targeting, and Positioning
Market Segmentation
Questions Any Segmentation Analysis Must Answer
Additional Requirements for Effective Segmentation
Ways to Segment Markets
Selecting Target Segments
Positioning
Perceptual Mapping
Key Takeaways
Entrepreneurial Exercise
Key Terms
Developing New Products and Services
Types of New Products
Types of New Services
Characteristics of Successful New Products and Services
The New Product/Service Process
Idea Generation
Screening and Evaluation
Business Analysis
Development
Market Testing
Launch
Adoption and Diffusion of New Products and Services
Managing Your Products/Services Over Their Life Cycles
Consider a Different Approach to New Product/Service Development
Key Takeaways
Entrepreneurial Exercise
Key Terms
Building and Sustaining the Entrepreneurial Brand
What Is a Brand?
Why Is Entrepreneurial Branding Important?
Characteristics of a Good Brand
The Entrepreneurial Branding Process
Entrepreneurial Branding Strategies
Corporate Branding-Branded House
Individual Product/Service Branding-House of Brands
Hybrid Branding-Subbranding
Other Branding Options
The Importance of Brand Equity
Creating Brand Equity
Valuing Brand Equity
Key Takeaways
Kentrepreneurial Exercise
Key Terms
Entrepreneurial Pricing
The Pricing Parameters
Cost-Based Pricing
Competition-Based Pricing
Customer-Based Pricing
Some Entrepreneurial Pricing Advice
Key Takeaways
Entrepreneurial Exercise
Key Terms
Entrepreneurial Channel Development and Supply Chain Management
Understanding Channels
Channel Options
Direct Channel
Indirect Channel
Multichannel
Channel Drivers
Choosing a Channel Strategy
Three Channel Design Imperatives
Formalized Channel Arrangements
Supply Chain Management
Key Takeaways
Entrepreneurial Exercise
Key Terms
Entrepreneurical Promotions: Doing More With Less!
Promotion
The Role of Promotion
The Promotional Mix
Advertising
Public Relations
Sales Promotion
Personal Selling
Direct Marketing
The Integrated Promotion Plan
Target Audience
Promotion Objectives
Promotion Budget
Promotional Theme and Message
Promotional Mix
Execution
Control and Evaluation
Key Takeaways
Entrepreneurial Exercise
Key Terms
The Entrepreneurial Marketing Plan
Difference Between the Venture's Business Plan and the Venture's Marketing Plan
The Critical Questions the Marketing Plan Must Address
The Anatomy of the Marketing Plan
The Executive Summary
The Marketing Situation
The Marketing Opportunity
The Business Model
Marketing Objectives
Marketing Strategy
Operations
Marketing Budget/Financials
Management Team
Evaluation and Control
Key Takeaways
Entrepreneurial Exercise
Key Terms
Appendix A-Sample Entrepreneurial Marketing Plan
Index
About the Author

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