In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.The book provides solutions to current marketing challenges and leads the reader through the marketing process, supported with real-life examples. Discussions of hyper competition and the opportunities arising from information-communication technology offer a deeper understanding of modern consumers and ways to create added value through products, services and other entities. The authors stress the importance of an SME's web presence and internationalization, as well as innovation and branding processes. Additional key topics include the development of services and experiences with customer co-creation, value-based pricing using new market channels and adapted communication tools (including social media), and how these approaches can lead to increased customer engagement and improved long-term relationships.This comprehensive book will be a useful resource for both scholars and practitioners with an interest in entrepreneurship, marketing, and business and management.Contents: Preface Part I: Understanding Marketing for Entrepreneurs and SMEs and the Challenges they Face 1. An Understanding of Marketing for Entrepreneurs and SMEs 2. Value, Satisfaction and Customer Loyalty 3. Marketing Plan 4. The Trends and Challenges for SMEs Marketing in the 21st Century Part II: Understanding the Market and Consumers 5. Analyzing the Marketing Environment 6. Conducting Market Research and Forecasting Demand in SMEs 7. Consumer Purchase Behavior Part III: Developing an Approach to Strategic Marketing 8. Target Marketing: Segmentation, Targeting and Positioning 9. Challenges and Opportunities for SMEs to Market Diverse Entities 10. Innovation Process in SMEs 11. Branding in SMEs 12. Setting the Price in SMEs 13. Designing Marketing Channels in SMEs 14. Marketing Communications in SMEs Index

Entrepreneurship by Hisrich and Peters is intended for the undergraduate and graduate courses in entrepreneurship and has been designed to instruct students on how to formulate, plan and implement a new venture. Students are exposed to detailed descriptions of 'how to' embark on a new venture in a logical manner. Actual case studies and entrepreneur profiles help illustrate successful and not-so-successful ventures.

Product Description: Proven tools for solving today's most persistent entrepreneurial headaches--and keeping the focus on business growth Operating a small business presents entrepreneurs with a continuing series of problems that need to be solved--and, usually, the smaller the business, the bigger the problems...read more

Successful product marketing starts with research, then includes planning, packaging, pricing, advertising, promotion, and distribution. All of these steps are examined here in detail. Emphasis in this series of books is on practical day-by-day business operation and problem solving for men and women starting a company or managing an ongoing small-to-medium-size business. Problems and examples are based on realistic business situations. (view table of contents)

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Product Description: The selling process described step-by-step, including the job of a sales manager, motivating a sales force, and more.

Product Description: Book by Hisrich, Robert D., Peters, Michael P.

Product Description: A pragmatic "how-to" text designed for product planning courses, presenting a total picture of the marketing process, problems inherent in promoting products and the decision-making involved. This edition features a new emphasis on developing a marketing plan for the entire life of a product...read more

Advises women who are interested in starting their own business on what it takes to be an entrepreneur and provides suggestions on planning, opening and running a business

Product Description: Book by Robert D. Hisrich, Michael P. Peters