Marketing for entrepreneurs : concepts and applications for new ventures

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Title:

Marketing for entrepreneurs : concepts and applications for new ventures

Author:

Crane, Frederick G.

ISBN:

9781412953467

9781412953474

Personal Author:

Crane, Frederick G.

Publication Information:

Thousand Oaks, Calif. : Sage Publications, c2010.

Physical Description:

xii, 227 p. : ill. ; 23 cm.

Contents:

Marketing in an entrepreneurial context -- Finding and evaluating the right marketing opportunity -- Using marketing research to ensure entrepreneurial success -- Understanding customers and competitors -- Segmentation, targeting, and positioning -- Developing new products and services -- Building and sustaining the entrepreneurial brand -- Entrepreneurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion : doing more with less! -- The entrepreneurial marketing plan.

Subject Term:

Marketing -- Management.

Small business marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025505310	658.8 C891M 2010	1	Searching... Unknown

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Summary

One of the primary reasons most often cited for the failure of a new venture is the entrepreneur′s inability to identity and exploit the `right idea′. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure.

Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur′s unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.