Marketing For Entrepreneurs: Concepts And Applications For New Ventures Paperback 2

Frederick G. Crane

Marketing for Entrepreneurs, 2nd Edition provides insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. The text focuses on how marketing can be used to find, evaluate, and exploit the right venture opportunity. It then walks students and professionals through the various phases and steps of the marketing process, highlighting specifically what is unique to and effective for entrepreneurial pursuits. Key Features Practical Application: Each chapter is written to allow readers to readily apply the concepts to their individual ventures. Unique Focus: The author looks beyond the

1452230048

9781452230047

English

Sage Publications Inc

13 Nov 2012

264

Frederick G. Crane is an executive professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing. His academic research activities have resulted in more than 100 publications, including fifteen books. Additionally, he currently serves on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.

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