• Summary
  • Contents
  • Subject index

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.

Key Features

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 ...

Entrepreneurial Promotion: Doing More With Less!
Entrepreneurial promotion: Doing more with less!

Whenever I opened up a new food store location, I used a particular promotion strategy that was always effective, and effective on a shoestring budget! I would send, by mail, personally addressed invitations for the grand opening to all families in my trade area, asking them to come and see the new store. To encourage them to show up, I also offered a gift to each family who came to visit the store during the first week of the opening. This was typically a flower for the female head of household and a fresh baked cookie for each child accompanying a parent. I also held a ribbon-cutting ceremony, usually with a local celebrity (athlete, ...

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