Marketing for Entrepreneurs: Concepts and Applications for New Ventures
Frederick G. Crane
Marketing for Entrepreneurs: Concepts and Applications for New Ventures by Frederick G. Crane - 2nd ed - New Delhi Sage 2013 - xiii, 245 pages; illustrations: 20 cm.
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
The focus of the book is on how can marketing be used to find, evaluate and exploit venture opportunity. How to leverage marketing as a start-up, in the development and promotion of new products and services. Chapters are written in a way to allow readers to apply the described concepts and strategies to their own ventures. A great book for the course. Easy, enjoyable read.
9781452230047
Entrepreneurship
658.8 CRA
Marketing for Entrepreneurs: Concepts and Applications for New Ventures by Frederick G. Crane - 2nd ed - New Delhi Sage 2013 - xiii, 245 pages; illustrations: 20 cm.
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
The focus of the book is on how can marketing be used to find, evaluate and exploit venture opportunity. How to leverage marketing as a start-up, in the development and promotion of new products and services. Chapters are written in a way to allow readers to apply the described concepts and strategies to their own ventures. A great book for the course. Easy, enjoyable read.
9781452230047
Entrepreneurship
658.8 CRA