Preface
About the Author
Chapter 1. Marketing in an Entrepreneurial Context
The Seven Steps in the Marketing Process
Why Marketing in New Ventures Is Different
Using Marketing to Discover and Satisfy Customer Needs
The 5Ps of Product-Based Ventures
The 8Ps of Service-Based Ventures
The Five Forces in the Entrepreneurial Marketing Environment
Chapter 2. Finding and Evaluating the Right Marketing Opportunity
Opportunities Can Be Recognized, Discovered, or Created
Characteristics of a Good Opportunity
Finding Marketing Opportunities: Where to Look
Veiled/Niche Opportunities
Evaluating Marketing Opportunities
Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback
Opportunities and Business Models
Chapter 3. Using Marketing Research to Ensure Entrepreneurial Success
Marketing Research: Defined
Types and Methods of Marketing Research
Social Media as a Marketing Research Tool
Designing a Marketing Information System
Chapter 4. Understanding Customers and Competitors
Understanding the Customer
Situational Influences and Marketing Mix Influences
Understanding Competition
Chapter 5. Segmentation, Targeting, and Positioning
Selecting Target Segments
Chapter 6. Developing New Products and Services
Characteristics of Successful New Products and Services
Reasons New Products/Services Fail
The New Product/Service Process
Adoption and Diffusion of New Products and Services
Managing Your Products/Services Over Their Life Cycles
The Iterative Approach to New Product/Service Development
Chapter 7. Building and Sustaining the Entrepreneurial Brand
What Is a Brand and Why Is Entrepreneurial Branding Important?
Characteristics of a Good Brand
The Entrepreneurial Branding Process
Entrepreneurial Branding Strategies
The Importance of Brand Equity
Chapter 8. Entrepreneurial Pricing
Social Media Impact on Pricing
Entrepreneurial Pricing Best Practices
Chapter 9. Entrepreneurial Channel Development and Supply Chain Management
Understanding Channels and Channel Options
Choosing a Channel Strategy
Three Channel Design Imperatives
Formalized Channel Arrangements
Chapter 10. Entrepreneurial Promotion: Doing More With Less!
The Integrated Promotion Plan
Chapter 11. Social Media and Entrepreneurial Marketing
A Look at Important Social Networks
Integrating Social Media Into New-Venture Strategies
Chapter 12. The Entrepreneurial Marketing Plan
Difference Between the Venture’s Business Plan and the Venture’s Marketing Plan
The Critical Questions the Marketing Plan Must Address
The Anatomy of the Marketing Plan
Appendix A—Sample Entrepreneurial Marketing Plan
Index