Marketing for entrepreneurs : concepts and applications for new ventures - Crane, Frederick G. (Thousand Oaks [California] : SAGE Publications, 2013)
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.
Includes bibliographical references and index.
Keywords: Marketing -- Management; Small business marketing