Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Third Edition

Frederick G. Crane - Northeastern University, USA

Other Titles in:
Marketing (General) | Small Business/Entrepreneurship

October 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 each phase of the marketing process. Packed with helpful 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

THE PRINTED VERSION OF THE THIRD EDITION IS ABSOLUTE CRAP! MY SECOND BRAND-NEW COPY IS NOW FALLING APART --- AGAIN!! PAGES ARE FALLING OUT. FIX YOUR BINDING PROCESS OR DON'T CALL YOURSELF A BOOK PUBLISHER!

Professor Scott Sorrell

Marketing Dept, California St Univ-Fullerton - Fullerton

April 4, 2024

Report this review

It is a complete guide to my course-Entrepreneurial marketing

Tolu Oluwafemi

Business Administration, Thompson Rivers University

January 19, 2022

Report this review