Cover image for Marketing for entrepreneurs : concepts and applications for new ventures
Marketing for entrepreneurs : concepts and applications for new ventures
Personal Author:
Publication Information:
Thousand Oaks, Calif. : Sage Publications, c2010
Physical Description:
xii, 227 p. : ill. ; 23 cm.



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Call Number
Material Type
Item Category 1
30000010249466 HF5415.13 C676 2010 Open Access Book Book

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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
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