Librería Portfolio Librería Portfolio

Búsqueda avanzada

TIENE EN SU CESTA DE LA COMPRA

0 productos

en total 0,00 €

MARKETING FOR ENTREPRENEURS. CONCEPTS AND APPLICATIONS FOR NEW VENTURES 3E
Título:
MARKETING FOR ENTREPRENEURS. CONCEPTS AND APPLICATIONS FOR NEW VENTURES 3E
Subtítulo:
Autor:
CRANE, F
Editorial:
SAGE
Año de edición:
2021
Materia
INFORMATICA EMPRESARIAL
ISBN:
978-1-4833-9134-2
Páginas:
280
108,16 €

 

Sinopsis

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