Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
Entrepreneurs are often unfamiliar with concepts of target market, price/ quality relationships, price thresholds, distributor margins and sales ... as well as Entrepreneurial Marketing, at the Eindhoven University of Technology.
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 ...
Poor marketing is often cited as a reason behind the failure of entrepreneurial ventures, even when the idea in the first place may have been sound.
This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases, and new ...
This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.
A virtual marketplace has international and global reach, and companies are able to promote their products to international prospects and clients through a variety of digital communication channels (e.g. Website, Web analytics, ...
This is the first book to combine sophisticated marketing approaches-such as Web-based segmentation and positioning-with practical guidance on how to apply them in entrepreneurial situations.
2–3. Roberts, K. (2003) 'What Strategic Investments should You Make during a Recession to Gain Competitive Advantage in the ... Firm Attributes and Environmental Dynamism as Determinants', Academy of Business Research Journal, vol.
This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.
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