- 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 3: Using Marketing Research to Ensure Entrepreneurial Success
Using Marketing Research to Ensure Entrepreneurial Success
In my experience, the most successful entrepreneurs tend to be the most informed! They know their industry, they know their customers, and they know their competitors. Most important, they crave information and always want to know more. And when they acquire new information, they put it to use wisely. Yes, intuition is also an important characteristic of a successful entrepreneur, but the entrepreneur is always conscious of the need to couple that intuition with good information. Successful entrepreneurs will tell you that access to information and the keen ability to interpret it are central to recognizing opportunities and determining how best to capitalize on those opportunities. It is also important that you ...