Marketing for entrepreneurs : concepts and applications for new v entures - Crane, Frederick G. (Thousand Oaks, Calif. : Sage Publications, 2010)
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.
Includes bibliographical references and index.
Keywords: Marketing -- Management; Small business marketing