Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010249466 | HF5415.13 C676 2010 | Open Access Book | Book | Searching... |
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Summary
Summary
One of the primary reasons most often cited for the failure of a new venture is the entrepreneur′s inability to identity and exploit the `right idea′. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure.
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.
Table of Contents
| 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 ventures |
| Chapter 2 Finding and Evaluating the Right Marketing Opportunity |
| Characteristics of a good opportunity |
| Chapter 3 Using Marketing Research to Ensure Entrepreneurial Success |
| Marketing research as success insurance: reducing venture failure rates |
| Types of marketing research |
| Chapter 4 Understanding Customers and Competitors |
| Understanding the customer |
| Understanding competition |
| Chapter 5 Segmenting, Targeting, and Positioning |
| Ways to segment consumer and business markets |
| Selecting target segments |
| Positioning |
| Chapter 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 cycles |
| Chapter 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 brand |
| Chapter 8 Entrepreneurial Pricing |
| The pricing parameters |
| Some entrepreneurial pricing advice |
| Chapter 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 strategy |
| Chapter 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 communications |
| Chapter 11 The Entrepreneurial Marketing Plan |
| The Anatomy of the entrepreneurial marketing plan |
| Planning and strategy lessons |
| Profitability and ROI Marketing |
| Sample Marketing Plan |
