Entrepreneurial Marketing
A Blueprint for Customer Engagement
First Edition
- Beth Goldstein - Babson College, USA
Courses:
Marketing Entreprenuership
Marketing Entreprenuership
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
CHAPTER 2 • Understanding Your Ecosystem
CHAPTER 3 • Identifying Your Customers’ Journey
CHAPTER 4 • Listening to the Voice of the Customer
CHAPTER 5 • Managing Competition and Inertia
CHAPTER 6 • Creating Brand Engagement
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
CHAPTER 8 • Creating Sales Processes and Systems
CHAPTER 9 • Solution Selling
CHAPTER 10 • Doing Well While Doing Good
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
CHAPTER 12 • Leveraging Old School Marketing Tactics
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
References
Index
Supplements
Instructor Resources Site
study.sagepub.com/goldstein1e
Password-protected Instructor Resources include the following:
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.
Sample Materials & Chapters
Chapter 1. Marketing Using An Entrepreneurial Lens
Chapter 2. Understanding Your Ecosystem