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Entrepreneurial Marketing
A Blueprint for Customer Engagement

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January 2020 | 376 pages | SAGE Publications, Inc
Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.
 
Acknowledgements
 
Introduction
 
Chapter 1: Marketing Using an Entrepreneurial Lens
 
Chapter 2: Understanding Your Ecosystem
 
Chapter 3: Identifying Your Customers Journey
 
Chapter 4: Listening to the Voice of the Customer
 
Chapter 5: Dealing with Competitors and Inertia
 
Chapter 6: Creating Brand Engagement
 
Chapter 7: Designing Marketing Partnerships That Empower Growth
 
Chapter 8: Creating Sales Processes and Systems
 
Chapter 9: Solution Selling
 
Chapter 10: Doing Well and Doing Good
 
Chapter 11: Deploying Omnichannel Marketing to Create Customer Engagement
 
Chapter 12: Leveraging Old School Marketing Tactics
 
Chapter 13: Using Data and Passion to Move from Idea to Market
 
Glossary
 
References
 
Index

Supplements

Instructor Resources Site
Password-protected Instructor Resources include the following:
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. 
  • Instructor manual for each chapter, including a chapter overview, learning objectives, lecture outline, discussion questions, and written assignments and projects, to support your teaching.
  • Additional multimedia resources bring concepts to life, making learning easier.

Beth L. Goldstein

Beth Goldstein has spent the last 30+ years helping entrepreneurs, executives, small business owners, educators, and students around the globe launch and grow their businesses and organizations. She founded her consulting firm, Marketing Edge Consulting Group, in 1999 and established the company's training division, Edge Institute (www.edge-institute.com), in 2013 with a focus on helping entrepreneurs better understand how their key stakeholders and customers think, what they value, and what influences their purchasing decisions. She then works with them how to apply this knowledge to create targeted business growth programs that drive... More About Author

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ISBN: 9781544320434
$85.00