- 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 7: Building and Sustaining the Entrepreneurial Brand
Building and Sustaining the Entrepreneurial Brand
I have argued for more than twenty years that building and sustaining a powerful entrepreneurial brand is critical if a venture is to survive, grow, and endure in a complex and competitive marketplace. Unfortunately, many people have suggested and continue to believe that “branding” is the sole province of large corporate firms. Of course, my response to those who adhere to this belief is “Where did these large corporate firms come from?” Well, in fact, they started out as small, entrepreneurial firms and grew into large corporations, and much of that growth can be directly attributed to successful branding!
Despite the importance of branding and its contribution to entrepreneurial success, most entrepreneurship textbooks provide little, ...