Marketing for entrepreneurs : concepts and applications for new ventures /
Crane, Frederick G.
Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane, Northeastern University. - Second Edition. - xiii, 245 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Marketing in an entrepreneurial context -- Finding and evaluating the right marketing opportunity -- Using marketing research to ensure entrepreneurial success -- Understanding customers and competitors -- Segmentation, targeting, and positioning -- Developing new products and services -- Building and sustaining the entrepreneurial brand -- Entrepreneurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion: doing more with less! -- The entrepreneurial marketing plan.
9781452230047 (paperback)
Marketing--Management.
Small business marketing.
658.8 CRAN
Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane, Northeastern University. - Second Edition. - xiii, 245 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Marketing in an entrepreneurial context -- Finding and evaluating the right marketing opportunity -- Using marketing research to ensure entrepreneurial success -- Understanding customers and competitors -- Segmentation, targeting, and positioning -- Developing new products and services -- Building and sustaining the entrepreneurial brand -- Entrepreneurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion: doing more with less! -- The entrepreneurial marketing plan.
9781452230047 (paperback)
Marketing--Management.
Small business marketing.
658.8 CRAN