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Crane, Frederick G.

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

Includes bibliographical references and index.

Preface -- 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 -- Index -- About the author.

ISBN: 9781452230047 (pbk. : alk. paper) 1452230048 (pbk. : alk. paper)

LCCN: 2012031489

Subjects--Topical Terms:
Marketing--Management.
Small business marketing.

LC Class. No.: HF5415.13 / C676 2013

Dewey Class. No.: 658.8