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Crane, Frederick G. 4 0

Marketing for entrepreneurs : concepts and applications for new ventures / 6 6 Frederick G. Crane. - - - xii, 227 p.ages : illustrations 23 cm. - - - - - . - . - 0 . - . - 0 .



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.

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ISBN: 9781412953474 (paperback)

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Marketing;Small business marketing. ----Management.----20--

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LC Class. No.: HF5415.13 / .C676 20102

Dewey Class. No.: 658.8 C85m 2010 / 222

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