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Marketing for Entrepreneurs

Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Second Edition
  • Frederick G. Crane - Northeastern University, USA, University of New Hampshire, USA, Dalhousie University, Canada


September 2012 | 264 pages | SAGE Publications, Inc

Using the latest research and information on entrepreneurial marketing, including consumer behavior, social media, and intellectual property, the Second Edition of Marketing for Entrepreneurs provides practical insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. Business expert and influential author Frederick G. Crane focuses on how to use marketing to find, evaluate, and exploit the right venture opportunity. He then walks students and professionals through the various phases and steps of the marketing process, highlighting what is unique to and effective for entrepreneurial pursuits. Written for existing entrepreneurs and potential entrepreneurs alike, this book guides readers from where they are to where they want to be!

1. Marketing in an Entrepreneurial Context
2. Finding and Evaluating the Right Marketing Opportunity
3. Using Marketing Research to Ensure Entrepreneurial Success
4. Understanding Customers and Competitors
5. Segmentation, Targeting, and Positioning
6. Developing New Products and Services
7. Building and Sustaining the Entrepreneurial Brand
8. Entrepreneurial Pricing
9. Entrepreneurial Channel Development and Supply Chain Management
10. Entrepreneurial Promotion: Doing More With Less!
11. The Entrepreneurial Marketing Plan
Appendix – Sample Entrepreneurial Marketing Plan

Highly readable introduction to marketing

Mr Andrew Palmer
School of Business and Social Sciences, Roehampton University
February 16, 2013

An updated version of a classic.

Mr Paul Matthews
School of Business & Marketing, B'ham College of Food, Tourism & Creative Studies
February 12, 2013

Nice overview on entrepreneurship marketing tools

Mr Florian Dieterle
Marketing Management, Hochschule fuer Unternehmensfuehrung
December 18, 2012
Key features

New to the Second Edition:

  • NEW and extensive coverage of social media explores how it's changing the entrepreneurial game and discusses how to use it as part of an entrepreneurial promotion plan.
  • NEW material on the concept of customer rituals shows readers how understanding these rituals can lead to new opportunities and entrepreneurial success.
  • NEW material on the importance of intellectual property and venture success has been added. · NEW and expanded treatment of entrepreneurial branding includes how to leverage social media in building the new venture brand.
  • NEW appendix provides a sample of a fully featured entrepreneurial marketing plan.

Features and Benefits: 

  • Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures.
  • Unique Focus: The author looks beyond the "4Ps" to address forces in the external marketing environment.
  • Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing in the development, pricing, distribution, and promotion of new products and services, including opportunity assessment, insightful research methods, understanding customers and competitors, branding, channel development, and pricing.
  • Pedagogical Highlights:
    • Entrepreneurial Marketing Spotlights illustrate how successful entrepreneurs use contemporary marketing techniques, providing real-life examples for readers.
    • Entrepreneurial Exercises encourage readers to apply what they have learned, promoting deeper understanding and retention.
    • Key Takeaways summarize material covered in each chapter, allowing readers the time to review before advancing in the text.

Sample Materials & Chapters


CH 1&2

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