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Marketing for Entrepreneurs
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Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Third Edition


September 2021 | 280 pages | SAGE Publications, Inc
Marketing for Entrepreneurs provides students with practical insights, strategies, and tips on how to apply marketing concepts to increase the chances of new venture success. Author Frederick G. Crane focuses on how readers can use marketing to find the right opportunity, develop valuable new products and services, and create memorable brands. He walks students through teach phase of the marketing process. Packed with help tips and profiles of successful entrepreneurs, this practical text includes the tools readers need to launch and sustain successful ventures. The new Third Edition includes a new chapter on social media marketing, new examples and profiles, and new coverage of timely topics such as user experience research, data analytics, MVPs, surge pricing, and just-in-time inventory.

 
Preface
 
About the Author
 
Chapter 1. Marketing in an Entrepreneurial Context
Marketing: Defined

 
The Seven Steps in the Marketing Process

 
Why Marketing in New Ventures Is Different

 
Using Marketing to Discover and Satisfy Customer Needs

 
The 5Ps of Product-Based Ventures

 
The 8Ps of Service-Based Ventures

 
The Five Forces in the Entrepreneurial Marketing Environment

 
Environmental Scanning

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 2. Finding and Evaluating the Right Marketing Opportunity
Opportunities Can Be Recognized, Discovered, or Created

 
Characteristics of a Good Opportunity

 
Finding Marketing Opportunities: Where to Look

 
Veiled/Niche Opportunities

 
Evaluating Marketing Opportunities

 
Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback

 
Opportunities and Business Models

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 3. Using Marketing Research to Ensure Entrepreneurial Success
Marketing Research: Defined

 
Types and Methods of Marketing Research

 
Social Media as a Marketing Research Tool

 
Other Research Issues

 
Designing a Marketing Information System

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 4. Understanding Customers and Competitors
Understanding the Customer

 
Psychological Influences

 
Sociocultural Influences

 
Situational Influences and Marketing Mix Influences

 
Business Customers

 
Understanding Competition

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 5. Segmentation, Targeting, and Positioning
Market Segmentation

 
Ways to Segment Markets

 
Selecting Target Segments

 
Positioning

 
Perceptual Mapping

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 6. Developing New Products and Services
Types of New Products

 
Types of New Services

 
Characteristics of Successful New Products and Services

 
Reasons New Products/Services Fail

 
The New Product/Service Process

 
Adoption and Diffusion of New Products and Services

 
Managing Your Products/Services Over Their Life Cycles

 
The Iterative Approach to New Product/Service Development

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 7. Building and Sustaining the Entrepreneurial Brand
What Is a Brand and Why Is Entrepreneurial Branding Important?

 
Characteristics of a Good Brand

 
The Entrepreneurial Branding Process

 
Entrepreneurial Branding Strategies

 
The Importance of Brand Equity

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 8. Entrepreneurial Pricing
Three Pricing Parameters

 
Price-Setting Methods

 
Social Media Impact on Pricing

 
Entrepreneurial Pricing Best Practices

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 9. Entrepreneurial Channel Development and Supply Chain Management
Understanding Channels and Channel Options

 
Channel Drivers

 
Choosing a Channel Strategy

 
Three Channel Design Imperatives

 
Formalized Channel Arrangements

 
Supply Chain Management

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 10. Entrepreneurial Promotion: Doing More With Less!
The Role of Promotion

 
The Promotional Mix

 
The Integrated Promotion Plan

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 11. Social Media and Entrepreneurial Marketing
What Are Social Media?

 
A Look at Important Social Networks

 
Integrating Social Media Into New-Venture Strategies

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Chapter 12. The Entrepreneurial Marketing Plan
Difference Between the Venture’s Business Plan and the Venture’s Marketing Plan

 
The Critical Questions the Marketing Plan Must Address

 
The Anatomy of the Marketing Plan

 
Key Takeaways

 
Entrepreneurial Exercise

 
Key Terms

 
 
Appendix A—Sample Entrepreneurial Marketing Plan
 
Index
Key features
New to this Edition:
  • New Learning Objectives guide students through each chapter's main topics
  • New Chapter on Social Media provides an overview of get social media platforms like Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest, and TikTok
  • New coverage of timely topics  such as user experience research, data analytics, MVPs, surge pricing, and just-in-time inventory, 

Key Features
  • Entrepreneurial Marketing Spotlights profile successful new ventures using innovative marketing tactics 
  • Entrepreneurial Exercises provide readers with the opportunity to apply what they have learned
  • Sample Marketing Plan illustrates how all the chapter concepts can be used to create a comprehensive new venture marketing roadmap

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