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Marketing for entrepreneurs :

Crane, Frederick G.

Marketing for entrepreneurs : concepts and applications for new ventures / Frederick G. Crane. - 2nd ed. - Thousand Oaks [California] : SAGE Publications, c.2013. - xiii, 245 p. : ill. ; 23 cm.

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.

9781452230047 (pbk. : alk. paper)


Marketing--Management.
Small business marketing.



--Reading book

658.8 / CRA