Marketing for Entrepreneurs: Concepts and Applications for New Ventures
(Sprache: Englisch)
Leider schon ausverkauft
versandkostenfrei
Buch
38.65 €
Produktdetails
Produktinformationen zu „Marketing for Entrepreneurs: Concepts and Applications for New Ventures “
Inhaltsverzeichnis zu „Marketing for Entrepreneurs: Concepts and Applications for New Ventures “
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
... mehr
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
... weniger
Autoren-Porträt von 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 a Research Fellow at the Institute for Enterprise Growth. 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. Dr. Crane grew up in a family business and also founded and operated several of his own businesses. In addition to being a serial entrepreneur, he has also been an investor in several startups, served on the advisory boards of entrepreneurial firms, and worked as a consultant for angel investors, venture capitalists, and government agencies on venture funding projects. In addition, he has developed and delivered numerous training programs and workshops for entrepreneurs and small business owners. His academic research activities have resulted in more than 100 publications, including eleven books, and he currently sits on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.
Bibliographische Angaben
- Autor: Frederick G. Crane
- 2009, 227 Seiten, Maße: 15,2 x 22,4 cm, Kartoniert (TB), Englisch
- Herausgegeben: Frederick G. Crane
- Verlag: SAGE PUBN INC
- ISBN-10: 1412953472
- ISBN-13: 9781412953474
Sprache:
Englisch
Kommentar zu "Marketing for Entrepreneurs: Concepts and Applications for New Ventures"
0 Gebrauchte Artikel zu „Marketing for Entrepreneurs: Concepts and Applications for New Ventures“
Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
---|
Schreiben Sie einen Kommentar zu "Marketing for Entrepreneurs: Concepts and Applications for New Ventures".
Kommentar verfassen