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Marketing for entrepreneurs : concepts and applications for new v entures / Frederick G. Crane.

By: Material type: TextTextPublication details: Thousand Oaks, Calif. : Sage Publications, c2010.Description: xii, 227 p. : ill. ; 23 cmISBN:
  • 9781412953467 (cloth)
  • 9781412953474 (pbk.)
  • 1412953464 (cloth)
  • 1412953472 (pbk.)
Subject(s): DDC classification:
  • 658.8 22
Contents:
Marketing in an entrepreneurial context -- Finding and evaluating th e right marketing opportunity -- Using marketing research to ensure ent repreneurial success -- Understanding customers and competitors -- Segm entation, targeting, and positioning -- Developing new products and ser vices -- Building and sustaining the entrepreneurial brand -- Entrepren eurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion : doing more with less! -- The entrepreneurial marketing plan.
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Includes bibliographical references and index.

Marketing in an entrepreneurial context -- Finding and evaluating th e right marketing opportunity -- Using marketing research to ensure ent repreneurial success -- Understanding customers and competitors -- Segm entation, targeting, and positioning -- Developing new products and ser vices -- Building and sustaining the entrepreneurial brand -- Entrepren eurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion : doing more with less! -- The entrepreneurial marketing plan.

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