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

By: Material type: TextPublisher: Thousand Oaks [California] : SAGE Publications, 2013Edition: Second EditionDescription: xiii, 245 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781452230047 (pbk. : alk. paper)
  • 1452230048 (pbk. : alk. paper)
Subject(s): LOC classification:
  • HF 5415.13 .C676 2013
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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Holdings
Item type Current library Call number Status Barcode
Book Storms Research Center Main Collection HF 5415.13 .C676 2013 (Browse shelf(Opens below)) Available 98645416

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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