Marketing for Entrepreneurs
Concepts and Applications for New Ventures
- Frederick G. Crane - Northeastern University, USA
Marketing Strategy & Theory | Small Business/Entrepreneurship
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.
Marketing for Entrepreneurs: Concepts and Applications for New Ventures [F G Crane 2010] has some interesting US based case content but I'm afraid it is of a much lower academic standard than I expected.
I would require a much more academically rigorous, research based book for Masters level students.
It may be more suitable for 1st or 2nd year undergraduates who have little of no background knowledge of entrepreneurship or marketing. The causal tone would be much more welcome to that level of student ability.
Also at £27.99 it is hugely overpriced for what it is. I would expect a book that is not backed by research to be priced under £15.
This book was chosen from among many entrepreneurial marketing text candidates because of its organization, content, focus, style, applicability, and value (all the former for the price). It would have been an easier decision had there been a cache of instructor's resources to support the text.
This is an excellent book which offers something for everyone. Too many marketing books focus on the standard marketing mix coupled with extensive and complex marketing theory and fail to convey the importance of strategic awareness and market planning. In this book, Crane has produced a truly adaptable and portable bible for small business marketing as well as recognising the student desire for concise and practical texts. This book is sure to win favour with both students and entrepreneurs.
The book does not cover some of the needed topics.
This is a well written book that can help students in small business management courses to prepare marketing plans for entrepreneurial new ventures. The book is written in simple and down to earth language with useful case summaries. I'm sure my students will benefit from it tremendously.
this book has already given me some useful tips and cases. I will recommned it to my final years starting their final year project on small business in September 2010 on the undergraduate programmes and to the postgraduate students looking at small business development.
Excellent source of information for
teacher and faculty!
The course will not run in the 2010 academic year.
I may, however, use selected portions of the book in a readings packet for my other marketing courses. Overall, I like the book.
Does not include some topics needed
Book include essential information about business to business environment. Book support course material and it is with easy readable.
Sample Materials & Chapters
Chapter 1 - Marketing in an Entrepreneurial Context
Chapter 7 - Building and Sustaining the Entrepreneurial Brand