Entrepreneurial Marketing


Entrepreneurial Marketing

A Practical Managerial Approach

9781839108389 Edward Elgar Publishing
The late Robert D. Hisrich, formerly Bridgestone Chair of International Marketing and Director of the Global Management Center and International Programs, Kent State University, US and Veland Ramadani, Associate Professor of Entrepreneurship and Management, South-East European University, Republic of Macedonia
Publication Date: 2020 ISBN: 978 1 83910 838 9 Extent: 224
One key for success for the entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. 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 the marketing mix (product, price, distribution, and promotion) and competing successfully in the domestic and global markets by implementing a sound marketing plan. The content is enhanced by numerous examples throughout.

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One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing.

Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs’ creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life.

The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.
Critical Acclaim
‘Finally, a work that is well theoretically and practically grounded, with enjoyable case studies, opens horizons to entrepreneurs and marketers (especially for youthful businessmen), by exploring and suggesting creativity in entrepreneurial activities while using modern technology and techniques. Similarly, it is an excellent text book with
a distinct pool of useful and concrete materials that can be used by undergraduate and graduate studies, as well as academicians and researchers.’
– Ramo Palalic, International Journal of Entrepreneurship and Small Business

‘As someone who has long contended that Marketing should be one of the dominant disciplines in entrepreneurship education and research, I am delighted to discover the publication of Entrepreneurial Marketing. This book makes a major contribution to potential success for leaders of new and growing ventures.

Hisrich and Ramadani have reteamed to make yet another major contribution to educating entrepreneurs. Their latest book, Entrepreneurial Marketing, hits on the most critical skills that a new venture owner must perform: finding and satisfying customers. The chapters provide guidelines from the latest research for entrepreneurs to follow in identifying opportunities and communicating the value they offer to their markets.

The biggest knowledge gap most entrepreneurs have is how to market their products, services and businesses. Hisrich and Ramadani provide the guidance needed by owners of new and growing businesses. Their chapters contain practical strategies that have been documented to help entrepreneurs identify opportunities, target markets, and communicate how they will meet customers'' needs. Readers will want to have this close by for reference when their marketing problems crop up.’
– Frank Hoy, Worcester Polytechnic Institute, US

‘This is a timely contribution by authors for whom I have great respect; their energy has put together another masterpiece, this time prescribing a practical managerial approach to entrepreneurial marketing, climaxing with an entrepreneurial marketing plan. The ten chapters – each with a relevant and useful case study – are reader-friendly and easy to absorb. Examples help enhance the memorable learning experience.’
– Léo-Paul Dana, Princeton University, US
Contents: 1. Entrepreneurial Marketing: Entrepreneurship and Marketing Interface 2. Foundations of Marketing Decision-Making 3. Entrepreneurial Market Identification 4. Entrepreneurial Market Segmentation 5. Entrepreneurial Product/Service Policy 6. Entrepreneurial Pricing Policy 7. Entrepreneurial Distribution Policy 8. Entrepreneurial Promotion Policy 9. International Entrepreneurial Marketing 10. The Entrepreneurial Marketing Plan Index

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