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Marketing for Entrepreneurs

Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Second Edition

September 2012 | 264 pages | SAGE Publications, Inc
Marketing for Entrepreneurs, 2nd Edition 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 “4Ps” 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

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
Appendix – Sample Entrepreneurial Marketing Plan

Highly readable introduction to marketing

Mr Andrew Palmer
School of Business and Social Sciences, Roehampton University
February 16, 2013

An updated version of a classic.

Mr Paul Matthews
School of Business & Marketing, B'ham College of Food, Tourism & Creative Studies
February 12, 2013

Nice overview on entrepreneurship marketing tools

Mr Florian Dieterle
Marketing Management, Hochschule fuer Unternehmensfuehrung
December 18, 2012

Sample Materials & Chapters


CH 1&2

Frederick G. Crane

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... More About Author

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ISBN: 9781452230047