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Combining the wisdom of successful entrepreneurs with Wharton business expertise, Entrepreneurial Marketing provides entrepreneurs with the marketing concepts, methods, tactics, and strategies that can reduce the failure rate of new ventures by as much as sixty percent. 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.
The authors reveal how to identify and build successful business opportunities–including many in e–commerce–while taking into consideration the constraints of typical entrepreneurial firms, such as limited finances and manpower. Their experience with dozens of companies, as well as the results of their recent survey of Inc. 500 companies conducted with Inc. magazine (detailed here for the first time), lets them offer new insights into the types of marketing programs and distribution channels used in diverse business settings.
You’ll discover how adopting entrepreneurial marketing thinking will help you:
The authors also include guerrilla techniques for viral and promotional marketing and creative, leveraged approaches to gaining visibility and name recognition on the Web. You’ll see how to make connections with customers, suppliers, investors, and even stakeholders, as well as learn proven ways to build a strong brand.
The book adeptly addresses the key challenges of the new millennium–such as globalization, corporate consolidation, and new governmental regulation–that you must consider when designing your marketing strategy.
Featuring real–world company examples, Entrepreneurial Marketing gives your entire business a sound core proposition to build on and shows you how to make the best use of your time, money, and effort in growing your business.
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