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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.

 
Acknowledgements
 
Introduction
 
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: Dealing with Competitors 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 and 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
 
Glossary
 
References
 
Index

Supplements

Instructor Resources Site
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. 
  • Instructor manual for each chapter, including a chapter overview, learning objectives, lecture outline, discussion questions, and written assignments and projects, to support your teaching.
  • Additional multimedia resources bring concepts to life, making learning easier.
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 

For instructors

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