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Entrepreneurial Marketing

A Practical Managerial Approach

Robert D. Hisrich and Veland Ramadani

One key for success for the entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing, focuses on all the essential elements to successfully achieve these needed sales and revenues: identifying and selecting the market, determining the consumer needs cost effectively, executing the basic elements of the marketing mix (product, price, distribution, and promotion) and competing successfully in the domestic and global markets by implementing a sound marketing plan. The content is enhanced by numerous examples throughout.
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About the authors

Robert D. Hisrich and Veland Ramadani

Robert D. Hisrich is the Bridgestone Chair of International Marketing and Associate Dean of Graduate and International Programs at the College of Business Administration at Kent State University, USA. He holds a BA from DePauw University and an MBA and a doctorate from the University of Cincinnati. Professor Hisrich’s research primarily focuses on entrepreneurship and venture creation: entrepreneurial ethics, corporate entrepreneurship, women and minority entrepreneurs, venture financing, and global venture creation. He teaches courses and seminars in these areas, as well as in marketing management and product planning and development. His interest in global management and entrepreneurship resulted in two Fulbright Fellowships in Budapest, Hungary, honorary degrees from Chuvash State University (Russia) and University of Miskolc (Hungary), and becoming a visiting faculty member in universities in Austria, Australia, China, Ireland, and Slovenia.

Professor Hisrich serves on the editorial boards of several prominent journals in entrepreneurship, is on several boards of directors, and is author or coauthor of over 300 research articles appearing in journals such as Journal of Marketing, Journal of Marketing Research, Journal of Business Venturing, Journal of Developmental Entrepreneurship, and Entrepreneurship Theory and Practice. Professor Hisrich has authored, coauthored, or edited 43 books or their editions, including: Marketing (2000, 2nd edition); How to Fix and Prevent the 13 Biggest Problems That Derail Business (2004); Technology Entrepreneurship (2015, 2nd edition); Entrepreneurial Finance (2015); International Entrepreneurship (2016, 3rd edition); Advanced Introduction to Corporate Venturing (2016); Effective Entrepreneurial Management (2017); and Entrepreneurship (2017, 10th edition).

Veland Ramadani is an Associate Professor at South East European University, Republic of Macedonia. His research interests include entrepreneurship, small business management, family businesses and venture capital investments. He has authored or coauthored around 80 research articles and 20 books, including Effective Entrepreneurial Management (2018); Entrepreneurship and Management in an Islamic Context (2017); Female Entrepreneurship in Transition Economies: Trends and Challenges (2015); Family Businesses in Transition Economies: Management, Succession and Internationalization (2015); Entrepreneurship in the Balkans: Diversity, Support and Prospects (2013); Direct Marketing and Small Business (2013); Business Angels (2010, in Albanian language); Entrepreneurship and Small Business Management (2015, in Albanian language); and Venture Capital and Small Business (2010, in Macedonian language). Dr. Ramadani is an Associate Editor of the International Journal of Entrepreneurship and Small Business (IJESB). He received the Award for Excellence 2015 – Outstanding Reviewer from Emerald Group Publishing, and in 2016 the Award for Best Paper from the Journal of Enterprising Communities: People and Places in the Global Economy.

Dr. Ramadani was engaged by the President of the Republic of Macedonia as a member of the Experts’ Committee to analyze the economic, technological and juridical conditions for establishing technoparks, and is a trainer of the Ministry of Economy in Macedonia. Recently, the Government of the Republic of Macedonia named him a member of Supervisory Board of the Macedonian Bank for Development Promotion.