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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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Chapter 3: Entrepreneurial market identification

Robert D. Hisrich and Veland Ramadani


This type of marketing focuses on an individual buyer’s behavior, which is influenced and shaped by many forces. Some of these forces are psychological – the instinctive need to feel safe and secure – and others are sociological – the pressure exerted by a peer group to conform. To provide a better understanding of why people behave and purchase the way they do, some of the more important influences of behavior will be discussed.

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