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Marketing for Entrepreneurs: Concepts and Applications for New Ventures by Crane
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- Buy it nowMarketing for Entrepreneurs: Concepts and Applications for New Ventures by Crane
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Located in: Brewerton, New York, United States
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eBay item number:255051396765
Item specifics
- Condition
- Good
- Seller notes
- Publication Name
- Marketing for Entrepreneurs : concepts and Applications for New Ventures
- Subject Area
- Entrepeneur, Marketing Strategy
- Educational Level
- Adult & Further Education
- Type
- Textbook
- Subject
- Marketing
- Publisher
- SAGE Publications, Incorporated
- Level
- Beginner, Advanced, Business
- ISBN
- 9781412953474
- EAN
- 9781412953474
- Publication Year
- 2009
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.6in
- Item Length
- 9in
- Item Width
- 6in
- Item Weight
- 11 Oz
- Number of Pages
- 240 Pages
About this product
Product Information
What every entrepreneur needs to know about marketing a new venture This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book 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.
Product Identifiers
Publisher
SAGE Publications, Incorporated
ISBN-10
1412953472
ISBN-13
9781412953474
eBay Product ID (ePID)
73543061
Product Key Features
Publication Name
Marketing for Entrepreneurs : concepts and Applications for New Ventures
Format
Trade Paperback
Language
English
Publication Year
2009
Type
Textbook
Number of Pages
240 Pages
Dimensions
Item Length
9in
Item Height
0.6in
Item Width
6in
Item Weight
11 Oz
Additional Product Features
Lc Classification Number
Hf5415.13.C676 2010
Table of Content
Chapter 1 - Marketing in an Entrepreneurial Context Marketing: Defined The Seven Steps in the Marketing Process Using marketing to discover and satisfy customer needs The 5Ps for product-based ventures and 8Ps of service-based venturesChapter 2 - Finding and Evaluating the Right Marketing Opportunity Characteristics of a good opportunityChapter 3 - Using Marketing Research to Ensure Entrepreneurial Success Marketing research as success insurance: reducing venture failure rates Types of marketing researchChapter 4 - Understanding Customers and Competitors Understanding the customer Understanding competitionChapter 5 - Segmenting, Targeting, and Positioning Ways to segment consumer and business markets Selecting target segments PositioningChapter 6 - Developing New Products and Services Types of new products and services Characteristics of successful new products and services The new product/service development process Managing your products/services over their life cyclesChapter 7 - Building and Sustaining the Entrepreneurial Brand What is a brand? The entrepreneurial branding process Why is entrepreneurial branding important? Entrepreneurial Branding strategies Characteristics of a good brandChapter 8 - Entrepreneurial Pricing The pricing parameters Some entrepreneurial pricing adviceChapter 9 - Entrepreneurial Channel Development and Supply Chain Management Defining channels of distribution Factors affecting channel choice When to use intermediaries When to go direct When to use multi-channel marketing Channel design considerations Channel choice and development in a global context Supply Chain management and marketing strategyChapter 10 - Entrepreneurial Promotion: Doing More With Less! Developing integrated marketing communications (IMC) The Communications Mix Advertising; Public Relations; Sales Promotion; Personal Selling; and Direct marketing Constructing an IMC Plan Testing and Evaluating the Plan Maximizing the IMC budget and impact of the communicationsChapter 11 - The Entrepreneurial Marketing Plan The Anatomy of the entrepreneurial marketing plan Planning and strategy lessons Profitability and ROI Marketing Sample Marketing Plan
Copyright Date
2010
Target Audience
College Audience
Topic
Marketing / General, Entrepreneurship, Advertising & Promotion
Lccn
2009-023018
Dewey Decimal
658.8
Dewey Edition
22
Genre
Business & Economics
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:255051396765
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Registered as a private seller
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