Entrepreneurial Marketing A Practical Managerial Approach
Produktdetaljer
Biographical note
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<i>'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.'</i><br /> --Leo-Paul Dana, Princeton University, US<p><i>'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.'</i><br /> --Ramo Palalic, <i>International Journal of Entrepreneurship and Small Business</i></p><p><i>'Hisrich and Ramadani have reteamed to make yet another major contribution to educating entrepreneurs. Their latest book, </i>Entrepreneurial Marketing<i>, 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.</i></p><p><i>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.'</i><br /> --Frank Hoy, Worcester Polytechnic Institute, US</p>
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.