In this groundbreaking textbook approach to the study of entrepreneurship, Robert Mellor brings to the non-specialist not only the crucial issues of the field that they will need to know, but also bridges the gap between business knowledge and expert knowledge from other disciplines. The textbook provides relevant and targeted specialist chapters aimed towards a variety of fields - from sustainable industries, information technology; healthcare, biotechnology, as well as the musical and creative industries. Key entrepreneurship concepts that are covered include:- the theories and tools of creative thinking- market research - intellectual property protection- relevant economics

The Marketing Plan

The marketing plan
Robert B.Mellor


In Chapter 3, your ideas for a product or service were created and/reviewed using creative techniques. In Chapter 4, these ideas, in a more concrete form, were subjected to an analysis designed to enquire as to whether the proposed market could successfully be entered both by looking at the internal organization and by analysing existing competitors. However, up to now, ‘the market’ has not been explained and the other inhabitants of the market – consumers/customers – have, as yet, hardly been mentioned. The marketing plan – introduced in this chapter – details how the product or service is to be brought to which customers, when and how. It is an important part of the business plan and also forms ...

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