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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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Robert D. Hisrich and Veland Ramadani

About the authors
1  Entrepreneurial marketing: Entrepreneurship and marketing interface
1.1  Chapter objectives
1.2  Profile: Steve Jobs and Apple Inc.
1.3  Introduction
1.4  Marketing definitions
1.5  Entrepreneurship definitions
1.6  Importance of the entrepreneurship and marketing interface
1.7  Entrepreneurial marketing concepts
1.8  Elements of the marketing mix
1.9  Summary
1.10  Case study: Versare, Inc.
1.11  Questions for discussion
1.12  Key terms
2  Foundations of marketing decision-making
2.1  Chapter objectives
2.2  Profile: Bernie Marcus, Arthur Blank, and The Home Depot
2.3  Introduction
2.4  Five forces (CREST) in the entrepreneurial marketing environment
2.5  Opportunity Assessment Plan
2.6  Market research for successful entrepreneurial marketing
2.7  Stage-Gate Process
2.8  Summary
2.9  Case study: Consumer insight
2.10  Questions for discussion
2.11  Key terms
3  Entrepreneurial market identification
3.1  Chapter objectives
3.2  Profile: John Paul DeJoria – the story of rags to riches
3.3  B2C (business-to-consumer) marketing
3.4  Stages in the buying process
3.5  The diffusion process
3.6  Adoption process
3.7  The product life cycle
3.8  B2G (business-to-government) marketing
3.9  B2B (business-to-business) marketing
3.10  Key decision-maker
3.11  Industrial advertising
3.12  Industrial promotion
3.13  Case study: Big D Custom Screen Printing marketing dilemma
3.14  Questions for discussion
3.15  Key terms
4  Entrepreneurial market segmentation
4.1  Chapter objectives
4.2  Profile: Elon Musk and Tesla Motors
4.3  Consumer, industrial, and government markets
4.4  Market segmentation techniques
4.5  Industry and competitive analysis
4.6  Summary
4.7  Case study: – success or failure?
4.8  Questions for discussion
4.9  Key terms
5  Entrepreneurial product/service policy
5.1  Chapter objectives
5.2  Profile: Liliane Bettencourt and L’Oréal
5.3  Introduction
5.4  Product definition
5.5  Product planning and development process
5.6  Types of new products/services
5.7  Product mix
5.8  Branding
5.9  Packaging
5.10  Labeling
5.11  Benefits and costs of purchasing products/services
5.12  Summary
5.13  Case study: Computers for the blind
5.14  Questions for discussion
5.15  Key terms
6  Entrepreneurial pricing policy
6.1  Chapter objectives
6.2  Profile: Shelly Collins and Galerie Montmartre
6.3  Introduction
6.4  Fundamental aspects of pricing
6.5  Methods and factors affecting pricing
6.6  General pricing strategies
6.7  Summary
6.8  Case study: Jamie Lloyd and West End ticket prices
6.9  Questions for discussion
6.10  Key terms
7  Entrepreneurial distribution policy
7.1  Chapter objectives
7.2  Profile: David H. McConnell and Avon Products, Inc.
7.3  Introduction
7.4  Distribution channel essentials
7.5  Distribution channel structure
7.6  Distribution channel conflicts
7.7  Physical distribution
7.8  Online selling and e-commerce
7.9  Franchising as a distribution option
7.10  Summary
7.11  Case study: Gentli Shoes
7.12  Questions for discussion
7.13  Key terms
8  Entrepreneurial promotion policy
8.1  Chapter objectives
8.2  Profile: Dietrich Mateschitz and Red Bull
8.3  Introduction
8.4  Elements of the promotion mix
8.5  Social media and digital technology
8.6  Types of entrepreneurial marketing campaigns
8.7  Promotion budget
8.8  Summary
8.9  Case study: Shoney’s
8.10  Questions for discussion
8.11  Key terms
9  International entrepreneurial marketing
9.1  Chapter objectives
9.2  Profile: Gordon Butch Stewart
9.3  Introduction
9.4  Definition of international entrepreneurial marketing
9.5  International entrepreneurial marketing terminology
9.6  Aspects of international trade
9.7  An international entrepreneurial marketing program
9.8  Market entry modes
9.9  Communicating throughout the world
9.10  Summary
9.11  Case study: New business
9.12  Questions for discussion
9.13  Key terms
10  The entrepreneurial marketing plan
10.1  Chapter objectives
10.2  Profile: Richard Branson and Virgin Atlantic Airways
10.3  Introduction
10.4  Marketing plan versus business plan
10.5  Aspects of the marketing plan
10.6  Characteristics of a marketing plan
10.7  The marketing mix
10.8  Entrepreneurial marketing financial projection: A global perspective
10.9  Marketing budget
10.10  Summary
10.11  Case study: Himalayan Java coffee shop
10.12  Questions for discussion
10.13  Key terms