Frederick G. Crane 
Marketing for Entrepreneurs [PDF ebook] 
Concepts and Applications for New Ventures

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.

İçerik tablosu

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

Yazar hakkında

Frederick G. Crane is an executive professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing.His academic research activities have resulted in more than 100 publications, including fifteen books. Additionally, he currently serves on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.