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…mehr
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.
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 publications, including fifteen books. Additionally, he currently serves 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.
Inhaltsangabe
Preface About the Author Chapter 1. Marketing in an Entrepreneurial Context Marketing: Defined The Seven Steps in the Marketing Process Why Marketing in New Ventures Is Different Using Marketing to Discover and Satisfy Customer Needs The 5Ps of Product-Based Ventures The 8Ps of Service-Based Ventures The Five Forces in the Entrepreneurial Marketing Environment Environmental Scanning Key Takeaways Entrepreneurial Exercise Key Terms Chapter 2. Finding and Evaluating the Right Marketing Opportunity Opportunities Can Be Recognized, Discovered, or Created Characteristics of a Good Opportunity Finding Marketing Opportunities: Where to Look Veiled/Niche Opportunities Evaluating Marketing Opportunities Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback Opportunities and Business Models Key Takeaways Entrepreneurial Exercise Key Terms Chapter 3. Using Marketing Research to Ensure Entrepreneurial Success Marketing Research: Defined Types and Methods of Marketing Research Social Media as a Marketing Research Tool Other Research Issues Designing a Marketing Information System Key Takeaways Entrepreneurial Exercise Key Terms Chapter 4. Understanding Customers and Competitors Understanding the Customer Psychological Influences Sociocultural Influences Situational Influences and Marketing Mix Influences Business Customers Understanding Competition Key Takeaways Entrepreneurial Exercise Key Terms Chapter 5. Segmentation, Targeting, and Positioning Market Segmentation Ways to Segment Markets Selecting Target Segments Positioning Perceptual Mapping Key Takeaways Entrepreneurial Exercise Key Terms Chapter 6. Developing New Products and Services Types of New Products Types of New Services Characteristics of Successful New Products and Services Reasons New Products/Services Fail The New Product/Service Process Adoption and Diffusion of New Products and Services Managing Your Products/Services Over Their Life Cycles The Iterative Approach to New Product/Service Development Key Takeaways Entrepreneurial Exercise Key Terms Chapter 7. Building and Sustaining the Entrepreneurial Brand What Is a Brand and Why Is Entrepreneurial Branding Important? Characteristics of a Good Brand The Entrepreneurial Branding Process Entrepreneurial Branding Strategies The Importance of Brand Equity Key Takeaways Entrepreneurial Exercise Key Terms Chapter 8. Entrepreneurial Pricing Three Pricing Parameters Price-Setting Methods Social Media Impact on Pricing Entrepreneurial Pricing Best Practices Key Takeaways Entrepreneurial Exercise Key Terms Chapter 9. Entrepreneurial Channel Development and Supply Chain Management Understanding Channels and Channel Options Channel Drivers Choosing a Channel Strategy Three Channel Design Imperatives Formalized Channel Arrangements Supply Chain Management Key Takeaways Entrepreneurial Exercise Key Terms Chapter 10. Entrepreneurial Promotion: Doing More With Less! The Role of Promotion The Promotional Mix The Integrated Promotion Plan Key Takeaways Entrepreneurial Exercise Key Terms Chapter 11. Social Media and Entrepreneurial Marketing What Are Social Media? A Look at Important Social Networks Integrating Social Media Into New-Venture Strategies Key Takeaways Entrepreneurial Exercise Key Terms Chapter 12. The Entrepreneurial Marketing Plan Difference Between the Venture's Business Plan and the Venture's Marketing Plan The Critical Questions the Marketing Plan Must Address The Anatomy of the Marketing Plan Key Takeaways Entrepreneurial Exercise Key Terms Appendix A-Sample Entrepreneurial Marketing Plan Index
Preface About the Author Chapter 1. Marketing in an Entrepreneurial Context Marketing: Defined The Seven Steps in the Marketing Process Why Marketing in New Ventures Is Different Using Marketing to Discover and Satisfy Customer Needs The 5Ps of Product-Based Ventures The 8Ps of Service-Based Ventures The Five Forces in the Entrepreneurial Marketing Environment Environmental Scanning Key Takeaways Entrepreneurial Exercise Key Terms Chapter 2. Finding and Evaluating the Right Marketing Opportunity Opportunities Can Be Recognized, Discovered, or Created Characteristics of a Good Opportunity Finding Marketing Opportunities: Where to Look Veiled/Niche Opportunities Evaluating Marketing Opportunities Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback Opportunities and Business Models Key Takeaways Entrepreneurial Exercise Key Terms Chapter 3. Using Marketing Research to Ensure Entrepreneurial Success Marketing Research: Defined Types and Methods of Marketing Research Social Media as a Marketing Research Tool Other Research Issues Designing a Marketing Information System Key Takeaways Entrepreneurial Exercise Key Terms Chapter 4. Understanding Customers and Competitors Understanding the Customer Psychological Influences Sociocultural Influences Situational Influences and Marketing Mix Influences Business Customers Understanding Competition Key Takeaways Entrepreneurial Exercise Key Terms Chapter 5. Segmentation, Targeting, and Positioning Market Segmentation Ways to Segment Markets Selecting Target Segments Positioning Perceptual Mapping Key Takeaways Entrepreneurial Exercise Key Terms Chapter 6. Developing New Products and Services Types of New Products Types of New Services Characteristics of Successful New Products and Services Reasons New Products/Services Fail The New Product/Service Process Adoption and Diffusion of New Products and Services Managing Your Products/Services Over Their Life Cycles The Iterative Approach to New Product/Service Development Key Takeaways Entrepreneurial Exercise Key Terms Chapter 7. Building and Sustaining the Entrepreneurial Brand What Is a Brand and Why Is Entrepreneurial Branding Important? Characteristics of a Good Brand The Entrepreneurial Branding Process Entrepreneurial Branding Strategies The Importance of Brand Equity Key Takeaways Entrepreneurial Exercise Key Terms Chapter 8. Entrepreneurial Pricing Three Pricing Parameters Price-Setting Methods Social Media Impact on Pricing Entrepreneurial Pricing Best Practices Key Takeaways Entrepreneurial Exercise Key Terms Chapter 9. Entrepreneurial Channel Development and Supply Chain Management Understanding Channels and Channel Options Channel Drivers Choosing a Channel Strategy Three Channel Design Imperatives Formalized Channel Arrangements Supply Chain Management Key Takeaways Entrepreneurial Exercise Key Terms Chapter 10. Entrepreneurial Promotion: Doing More With Less! The Role of Promotion The Promotional Mix The Integrated Promotion Plan Key Takeaways Entrepreneurial Exercise Key Terms Chapter 11. Social Media and Entrepreneurial Marketing What Are Social Media? A Look at Important Social Networks Integrating Social Media Into New-Venture Strategies Key Takeaways Entrepreneurial Exercise Key Terms Chapter 12. The Entrepreneurial Marketing Plan Difference Between the Venture's Business Plan and the Venture's Marketing Plan The Critical Questions the Marketing Plan Must Address The Anatomy of the Marketing Plan Key Takeaways Entrepreneurial Exercise Key Terms Appendix A-Sample Entrepreneurial Marketing Plan Index
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