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Entrepreneurial Marketing
A Blueprint for Customer Engagement

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January 2020 | 376 pages | SAGE Publications, Inc
Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.

 
Preface
 
Acknowledgments
 
About the Author
 
CHAPTER 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing

 
New Tools—Same Old Rules

 
Designing a Business Model That Creates Value

 
Reality Check—The Truth About Business Success and Failure

 
The Importance of Setting S.M.A.R.T. Goals

 
Toolkit

 
 
CHAPTER 2 • Understanding Your Ecosystem
Introduction to Market Research

 
Defining and Understanding the Ecosystem You Operate Within

 
Primary Versus Secondary Data Sources

 
Understanding Evolving Market Trends

 
Defining Your Market

 
Building Your Business Model

 
Sources of Data and Trends

 
Tools for Understanding Trends

 
The Value of Industry Association Data

 
Market Size

 
Your Business Relative to Others in the Industry: SWOT Analysis

 
PESTLE Analysis

 
Positioning Map

 
Toolkit

 
 
CHAPTER 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery

 
Turn Data Into Knowledge

 
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You

 
Ask the Right Questions

 
Methods of Discovering Customer Needs

 
Ethical Issues in Customer Research

 
Getting to Know Your Customers

 
Value Proposition Canvas

 
Select Your Questions Wisely

 
Four Methods of Customer Discovery Research

 
Toolkit

 
 
CHAPTER 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?

 
Prototypes to Help Identify Profiles

 
Prototyping the Google Way

 
Beyond Physical Products: Prototyping Services and Apps

 
Going From Prototype to MVP

 
B2B Versus B2C Profiling

 
Toolkit

 
 
CHAPTER 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You

 
Clearly Defining Competition

 
How Substitute Products Impact Revenue Potential

 
The Right Perspective

 
Sources of Competitive Data

 
The Myth of First Mover Advantage

 
Second Mover Advantage

 
What Is Inertia?

 
Leapfrog Your Competition

 
Building Your Business Model

 
Toolkit

 
 
CHAPTER 6 • Creating Brand Engagement
Building a Strong Brand

 
Don’t Let Your Brand Be a Lizard

 
Consistently Communicate Your Brand Position

 
Why Do People Buy a Brand?

 
You Don’t Control Your Brand Reputation

 
Master Your Brand Delivery Skills

 
What Are the Lessons Learned?

 
Toolkit

 
 
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit

 
The Right Partnership

 
Using Your SWOT and PESTLE Analyses to Identify the Right Partner

 
Marketing Alliance Benefits

 
Risk–Reward Balance

 
A Word About Business Values

 
Creating a Win–Win Scenario

 
Green Light Ahead

 
What Could Go Wrong?

 
Building Your Business Model

 
Toolkit

 
 
CHAPTER 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships

 
Sales and Marketing Data Flow

 
Different Worldviews

 
Sales and Marketing Collaboration

 
Sales and Marketing Collaboration Model

 
B2B or B2C or Some Combination of the Two?

 
Designing Sales Processes and Systems

 
Sales Analysis and Projections

 
Knowledge Is Power

 
Managing Your Team’s Sales Cycle

 
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps

 
Building Your Business Model

 
Toolkit

 
 
CHAPTER 9 • Solution Selling
Sales Is About Listening

 
Sales for Those Who Hate Selling

 
Ready to Start Selling?

 
Do Your Homework

 
Five Stages of the Sales Process

 
Dealing With Objections

 
Sales Tips for Building Relationships

 
Building Your Business Model

 
Networking to Jump-Start and Grow Your Business

 
It’s Not About Making Friends

 
Conferences as a Great Opportunity to Build Your Networking Skills

 
Holding Your Own Seminars and Webinars

 
Still Not Convinced

 
Toolkit

 
 
CHAPTER 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value

 
Are YOU a Social Entrepreneur?

 
Warby Parker

 
Editing Others Into the Conversation About Your Mission

 
The Ad Council: Inspiring Change, Improving Lives

 
Five Fundamentals for Making Social Impact on YouTube

 
Corporate Social Responsibility

 
Taking the Next Step in Corporate Social Responsibility

 
Think Like a Donor

 
Passionate Entrepreneurs Can Make a Difference

 
 
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design

 
Getting Your Customers Engaged Through an Omnichannel Marketing Approach

 
Think Like Starbucks

 
Creating Brand Engagement and Buzz

 
Disruptive Brand Marketing Campaigns

 
Ceding Control of Your Brand

 
Return to Your Research Findings to Get Customer Touch Points Right

 
Omnichannel: Combining the Best of Old School Marketing With New School Channels

 
Let’s Talk Social

 
Content Is King

 
Public Relations and Creating Thought Leaders and Influencers

 
What if You’re Not an Expert

 
Creating and Delivering Content

 
Exploring Top Social Tools

 
Snapchat as a Marketing Tool

 
Email Marketing

 
Tools, Tips, and Training Resources

 
 
CHAPTER 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style

 
Old School Methods of Reaching Your Customers

 
The Power of Networking: Making the RIGHT Connections at the RIGHT Events

 
Where Else Can You Meet the RIGHT People?

 
Developing Your Network: You Can’t Succeed Alone

 
Your Marketing Campaign Rollout

 
Toolkit

 
 
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data

 
Channeling Your Passion to Fuel Success

 
Watch the Flames

 
Learning to Accept Failure

 
Cut Once, Measure Twice

 
Just the Facts: Getting the Right Data and Getting the Data Right

 
Where to Begin Your Analysis

 
Customer Lifetime Value

 
Selecting the Right Customer Mix

 
Your Data Capture Plan

 
Ready, Set, Launch: Your Marketing Road map

 
Navigating Your Path to Success

 
A Journey of Exploration

 
Toolkit

 
 
References
 
Index

Supplements

Instructor Resources Site
study.sagepub.com/goldstein1e
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Password-protected Instructor Resources include the following:
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. 
  • Worksheets and templates from the text provide a variety of assignment opportunities. 
Key features
KEY FEATURES:
  • An Omnichannel Marketing chapter unpacks how to use social media, old-school marketing tactics, and creative campaigns to create customer engagement 
  • A Doing Well While Doing Good chapter explores the unique nuances of social entrepreneurship and non-profit ventures 
  • An End-of-chapter toolkit provides worksheets, models, and templates students can put into practice 
  • Continuing real-world case on Waku shows students how different components of customer engagement work together 

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