Marketing for Entrepreneurs: Concepts and Applications for New Ventures
Publication Year: 2010
What every entrepreneur needs to know about marketing a new venture
This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits.
Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures.; Unique Focus: The author looks beyond the “4Ps” to address forces in the external marketing environment.; Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing ...
- Front Matter
- Back Matter
- Subject Index
- Chapter 1: Marketing in an Entrepreneurial Context
- Chapter 2: Finding and Evaluating the Right Marketing Opportunity
- Chapter 3: Using Marketing Research to Ensure Entrepreneurial Success
- Chapter 4: Understanding Customers and Competitors
- Chapter 5: Segmentation, Targeting, and Positioning
- Chapter 6: Developing New Products and Services
- Chapter 7: Building and Sustaining the Entrepreneurial Brand
- Chapter 8: Entrepreneurial Pricing
- Chapter 9: Entrepreneurial Channel Development and Supply Chain Management
- Chapter 10: Entrepreneurial Promotion: Doing More With Less!
- Chapter 11: The Entrepreneurial Marketing Plan
To my wife, Doreen, and to my daughters, Erinn, Jacquelyn, and Brenna and To Ceilidh and Dex
Copyright © 2010 by SAGE Publications, Inc.
All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.
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Library of Congress Cataloging-in-Publication Data
Crane, Frederick G.
Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane.
Includes bibliographical references and index.
ISBN 978-1-4129-5346-7 (cloth)
ISBN 978-1-4129-5347-4 (pbk.)
1. Marketing—Management. 2. Small business marketing. I. Title.
This book is printed on acid-free paper.
09 10 11 12 13 10 9 8 7 6 5 4 3 2 1
Acquisitions Editor: Lisa Shaw
Editorial Assistant: MaryAnn Vail
Production Editor: Carla Freeman
Copy Editor: Gillian Dickens
Typesetter: C&M Digitals (P) Ltd.
Proofreader: Theresa Kay
Indexer: Molly Hall
Cover Designer: Arup Giri
Marketing Manager: Christy Guibault
Experts cite many reasons for the high failure rates of entrepreneurial businesses, including management incompetence, lack of experience, under-capitalization, lack of strategic focus, poor cash management, and uncontrolled growth. But, in my view, the primary reasons for business failure are the entrepreneur's inability to recognize, discover, or create the right marketing opportunity and/or an incapability to exploit that opportunity effectively. You may have great management skills, excellent industry experience, and plenty of cash. But this will not help you if you are pursuing the wrong opportunity or if you fail at market execution.
This book is intended to help you understand and apply entrepreneurial marketing concepts that should increase your likelihood of venture success. In Chapter 1, you will learn why marketing is different in an entrepreneurial context. Chapter 2 discusses how you can find and evaluate the right marketing opportunity. Using marketing research to ensure entrepreneurial success is discussed in Chapter 3. In Chapter 4, you will gain a deep understanding of customers and competition. Chapter 5 details three very important concepts for the entrepreneur wishing to achieve business success: segmentation, targeting, and positioning. In Chapter 6, you will learn about the new product and service development process. How to build and sustain a strong entrepreneurial brand is discussed in Chapter 7, while how to effectively price your offering is detailed in Chapter 8. Chapter 9 provides insight into entrepreneurial channel development and supply chain management. The importance of entrepreneurial [Page xii]promotion and how to do it cost-effectively is outlined in Chapter 10. Finally, Chapter 11 discusses the entrepreneurial marketing plan and provides the basic anatomy of such a plan.
This book is based on my experience growing up in a family business, as a founder of several successful startups, as an investor in entrepreneurial businesses, as an advisory board member for several entrepreneurial firms, and as a consultant to entrepreneurs and to those who fund and support entrepreneurial enterprises. It is intended to help you better understand marketing and its application in an entrepreneurial context. My hope is that the concepts, methods, tools, and approaches outlined in this book will help you identify, create, and grow a successful new venture. Your success will be vital to the continued health of our new entrepreneurial-based economy. Therefore, this book is dedicated to all the aspiring entrepreneurs who wish to take the risk to start a new venture. It is hoped that the insight provided in this book will ensure that the risk taken will be amply rewarded.
I would like to thank my family for their love and patience while I crafted this book. I also want to thank my friend and colleague, Marc H. Meyer, for his support of this project. I would also like to thank Al Bruckner of Sage Publications for having the vision to recognize the need for this book and for asking me to write it. Finally, my thanks goes to my sponsoring editor, Lisa Shaw, as well as the other members of the Sage team who contributed to the development and completion of the book.
About the Author