Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane.

By: Crane, Frederick G
Publisher: Thousand Oaks, Calif. : Sage Publications, c2010Description: xii, 227 p. : ill. ; 23 cmISBN: 9781412953467 (cloth); 9781412953474 (pbk.); 1412953464 (cloth); 1412953472 (pbk.)Subject(s): Marketing -- Management | Small business marketingDDC classification: 658.8 LOC classification: HF5415.13 | .C676 2010
Contents:
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.
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SUBJECT REFERENCE 		658.8 C85 2010 (Browse shelf) Available CITU-CL-41407
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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.

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