What every entrepreneur needs to know about marketing a new venture This practical text provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The book focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits. Key Features Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures. Unique Focus: The author looks beyond the "4Ps" to address forces in the external marketing environment. Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing in the development and promotion of new products and services, including opportunity assessment, research, understanding customers and competitors, branding, pricing, and creating a market plan. Pedagogical Highlights Entrepreneurial Marketing Spotlights illustrate how successful entrepreneurs use contemporary marketing techniques, providing real-life examples for readers. Entrepreneurial Exercises encourage readers to apply what they have learned, promoting deeper understanding and retention. Key Takeaways summarize material covered in the chapter, allowing students time to review before advancing in the text.

Product Description: We offer these texts bundled together at a discount for your students. Business Plan Pro is only $25 when packaged with the print version of this book Meyer: New Venture Creation Structured around the idea that innovation is at the core of successful entrepreneurship, this insightful guide by Meyer and Crane establishes innovation as a necessary first step before writing a business plan or developing a financial model...read more

Product Description: Structured around the idea that innovation is at the core of successful entrepreneurship, New Venture Creation: An Innovator′s Guide to Startups and Corporate Ventures, Second Edition by Marc H. Meyer and Frederick G. Crane is an insightful, applied-methods guide that establishes innovation as a necessary first step before writing a business plan or developing a financial model...read more

Product Description: This exciting new text helps student entrepreneurs succeed in the modern arena, in which new technology-intensive products and services are the engines of venture creation and economic growth. It shows students how to understand their industry dynamics and customer needs, test their venture idea in the market and with target customers, and write a successful business plan for a startup or a corporate venture...read more