- 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.
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 ...
Chapter 11: The Entrepreneurial Marketing Plan
The Entrepreneurial Marketing Plan
I am often asked, “Why should I bother putting together a written marketing plan for my venture?” Well, first, if you ever intend to pursue outside funding for your venture, you have to have a written plan. Otherwise, no one will take you seriously. So, consider your marketing plan as a “selling document.” Second, and perhaps even more important, it is through the crafting of the marketing plan that you will be able to see, in a real tangible way, all the necessary ingredients that will be required for venture success. In fact, many successful entrepreneurs suggest that it is critical to have a written plan not just because it provides you a “roadmap” but that the act ...