Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane, Northeastern University.
Material type:
TextPublisher: Thousand Oaks [California] : SAGE Publications, 2013Edition: Second EditionDescription: xiii, 245 pages : illustrations ; 23 cmContent type: - text
- unmediated
- volume
- 9781452230047
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RTC Library Main opac | Main TEST | 658.8 CRA 2013 | 1 | Available | 30008166 | ||||||||||||
Faculty Reserve
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RTC Library Faculty reserve | Fac res | 658.8 CRA | 2 | Available | 30008167 |
Includes bibliographical references and index.
Marketing in an entrepreneurial context -- Finding and evaluating the right marketing opportunity -- Using marketing research to ensure entrepreneurial success -- Understanding customers and competitors -- Segmentation, targeting, and positioning -- Developing new products and services -- Building and sustaining the entrepreneurial brand -- Entrepreneurial pricing -- Entrepreneurial channel development and supply chain management -- Entrepreneurial promotion: doing more with less! -- The entrepreneurial marketing plan.