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Marketing for Entrepreneurs
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Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Third Edition


280 pages | SAGE Publications, Inc
Marketing for Entrepreneurs provides students with practical insights, strategies, and tips on how to apply marketing concepts to increase the chances of new venture success. Author Frederick G. Crane focuses on how readers can use marketing to find the right opportunity, develop valuable new products and services, and create memorable brands. He walks students through teach phase of the marketing process. Packed with help tips and profiles of successful entrepreneurs, this practical text includes the tools readers need to launch and sustain successful ventures. The new Third Edition includes a new chapter on social media marketing, new examples and profiles, and new coverage of timely topics such as user experience research, data analytics, MVPs, surge pricing, and just-in-time inventory.
 
Chapter 1: Marketing in an Entrepreneurial Context
 
Chapter 2: Finding and Evaluating the Right Marketing Opportunity
 
Chapter 3: Using Marketing Research to Ensure Entrepreneurial Success
 
Chapter 4: Understanding Customers and Competitors
 
Chapter 5: Segmentation, Targeting, and Positioning
 
Chapter 6: Developing New Products and Services
 
Chapter 7: Building and Sustaining the Entrepreneurial Brand
 
Chapter 8: Entrepreneurial Pricing
 
Chapter 9: Entrepreneurial Channel Development and Supply Chain Management
 
Chapter 10: Entrepreneurial Promotion: Doing More With Less!
 
Chapter 11: Social Media and Entrepreneurial Marketing
 
Chapter 12: The Entrepreneurial Marketing Plan
 
Appendix A: Sample Entrepreneurial Marketing Plan

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