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Entrepreneurial Marketing and International New Ventures

Author: Izabela Kowalik

Publisher: Routledge

Published: 2020-04-02

Total Pages: 209

ISBN-13: 1000063178

The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.

Entrepreneurial Marketing

Author: Robert D. Hisrich

Publisher: Edward Elgar Publishing

Published: 2018-10-26

Total Pages:

ISBN-13: 178811132X

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One key for success for an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on this and the essential elements of success in order to achieve these needed sales and revenues and then 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 the field.Through an international approach that combines both theoretical and empirical knowledge on entrepreneurship and marketing, this book informs and enhances an entrepreneurs' creativity, their ability to bring innovations to the market and their willingness to face risk and change 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 by implementing a sound marketing plan. Numerous illustrative examples 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.

Marketing for Entrepreneurs

Author: Frederick G. Crane

Publisher: SAGE

Published: 2013

Total Pages: 265

ISBN-13: 1452230048

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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 title moves beyond the classic theory and demonstrates the application of marketing in an entrepreneurial context.

Entrepreneurial Marketing

Author: Leonard M. Lodish

Publisher: John Wiley & Sons

Published: 2002-03-14

Total Pages: 289

ISBN-13: 0471040207

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The first and only guide to a subject of vital interest to every entrepreneur Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning techniques-that will provide their new ventures with solid foundations on which to build, grow, and thrive. The first book devoted exclusively to marketing strategies for new entrepreneurial ventures Covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet

Entrepreneurial Marketing

Author: Zubin Sethna

Publisher: Emerald Group Publishing

Published: 2013-07-05

Total Pages: 324

ISBN-13: 1781907862

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Entrepreneurial Marketing

Author: Bjö Bjerke

Publisher: Edward Elgar Publishing

Published: 2004-01-01

Total Pages: 288

ISBN-13: 9781843766957

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Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this text the authors explain the substantial role of marketing in the success of small firms which have emerged in the business environment since the late 1980s.

Entrepreneurial Marketing

Author: Edwin J Nijssen

Publisher: Routledge

Published: 2017-04-27

Total Pages: 181

ISBN-13: 1351777335

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How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning and the marketing mix undergo an ‘extreme makeover’ in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting edge innovations (including links to websites and videos on the Internet), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing: An Effectual Approach provides a vital guide to successfully developing customer demand and a market for innovative new products. This second edition has been thoroughly expanded with: a one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted; coverage of the customer development process; and updated references and new examples. This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.

Entrepreneurial Marketing

Author: Edwin J. Nijssen

Publisher: Routledge

Published: 2014-04-29

Total Pages: 162

ISBN-13: 1317936590

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How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an "extreme makeover" in the context of innovative products hitting the market. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers. This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in their classes as well as practical tools and techniques that will be useful after the exams have finished.

Entrepreneurship in International Marketing

Author: Shaoming Zou

Publisher: Emerald Group Publishing

Published: 2015-02-04

Total Pages: 344

ISBN-13: 1784414476

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A fresh addition to the current international marketing literature, Entrepreneurship in International Marketing address both important issues concerning entrepreneurship in the international market and looks at the contemporary international marketing issues.

Female Entrepreneurship and the New Venture Creation

Author: Dafna Kariv

Publisher: Routledge

Published: 2013

Total Pages: 618

ISBN-13: 041589686X

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Women represent the fastest growing group of entrepreneurs today. Tracing women's journey along the venture creation process, Kariv's book highlights the creatively different ways in which women approach the entrepreneurial enterprise.