Handbook of Entrepreneurship and Marketing PDF Download

Author: Ian Fillis
Publisher: Edward Elgar Publishing
ISBN: 178536457X
Category : Business & Economics
Languages : en
Pages : 480

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Book Description
This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.

Author: Carvalho, Luísa Cagica
Publisher: IGI Global
ISBN: 1522563083
Category : Business & Economics
Languages : en
Pages : 609

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Book Description
The digital economy is a driver of change, innovation, and competitiveness for international businesses and organizations. Because of this, it is important to highlight emergent and innovative aspects of marketing strategies and entrepreneurial approaches to overcome the challenges of the digital world. The Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy provides innovative insights into the key developments and new trends associated with online challenges and opportunities. The content within this publication represents research encompassing corporate social responsibility, economic policy, and female entrepreneurship, and it is a vital reference source for policymakers, managers, entrepreneurs, graduate-level business students, researchers, and academicians seeking coverage on topics centered on conceptual, technological, and design issues related to digital developments in the economy.

Author: Robert D. Hisrich
Publisher: Edward Elgar Publishing
ISBN: 178811132X
Category : Business & Economics
Languages : en
Pages :

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Book Description
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.

Author: Anne M. Wenzel
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Business & Economics
Languages : en
Pages : 214

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Book Description
Planning your new business starts here. This invaluable guide arms entrepreneurs with all they need to know to research and analyze potential markets—key steps in constructing effective marketing plans, establishing sound financial forecasts, and finding backers. The Entrepreneur's Guide to Market Research is a must-have for anyone who wants to start or expand a business. This fact-filled, actionable book offers a step-by-step guide to researching and documenting the market potential of any product or service, something that is an essential—and too-often overlooked—part of constructing a workable business plan. Author Anne M. Wenzel, herself a principal in a market research firm, takes entrepreneurs through the process of assessing such things as market size and growth, market trends and needs, emerging technologies, competition, and distribution patterns. She discusses types of market research and makes it clear what market research can and can't do to improve the chances of success. Finally, the book shows entrepreneurs how to document findings as part of a well-written business plan that will be invaluable for their own decision-making and can also be shared with potential partners, lenders, and investors.

Author: Mark Casson
Publisher: OUP Oxford
ISBN: 0199546991
Category : Business & Economics
Languages : en
Pages : 810

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Book Description
Entrepreneurship is a key factor in economic growth, innovation, & the development of firms & businesses. Written by leading scholars, this book presents a comprehensive review of the research in entrepreneurship.

Author: Nicole Coviello
Publisher: Edward Elgar Publishing
ISBN: 1784711403
Category : Business & Economics
Languages : en
Pages : 656

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Book Description
The Handbook of Measures for International Entrepreneurship Research is a user-friendly collection of multi-item measures developed and used in the research of international entrepreneurship and important areas related to it: international business, entrepreneurship, marketing, strategy, and innovation. Editors Nicole Coviello and Helena Yli-Renko carefully compiled 212 scales from over 820 possible measures using rigorous selection criteria. The scales fall into eight distinct categories: • Individual-level influences • Firm and team-level influences • External environmental influences • Relationships, networks, and social capital • Organizational learning • Capabilities • Orientation and strategy • Performance and innovation outcomes For each scale, the book includes the following information to enable ease of use: summary, construct definition, description, source, development or adaptation procedures, sample, validity, scores, references, and scale items. This standout Handbook not only builds a compelling case for a more rigorous approach to research methods in international entrepreneurship research, but also explores the best practices in development, adaptation, use, and reporting of multi-item measures. Academic researchers in international entrepreneurship, international business, entrepreneurship, marketing, strategy, and/or innovation will find this reference tool a welcome addition to their survey research practices. Policy-makers conducting research in these areas will also appreciate this book.

Author: John R. Bryson
Publisher: Edward Elgar Publishing
ISBN: 1781000417
Category : Business & Economics
Languages : en
Pages : 464

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Book Description
Service business accounts for more than 75 per cent of the wealth and employment created in most developed market economies. The management and economics of service business is based around selling expertise, knowledge and experiences. This Handbook co

Author: Beth Goldstein
Publisher: SAGE Publications
ISBN: 1544397437
Category : Business & Economics
Languages : en
Pages : 301

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Book Description
Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.

Author: Leonard M. Lodish
Publisher: John Wiley & Sons
ISBN: 0471040207
Category : Business & Economics
Languages : en
Pages : 289

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Book Description
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

Author: Charlotte Hogg
Publisher:
ISBN: 9780749467814
Category : Entrepreneurship
Languages : en
Pages : 0

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Book Description
Charlotte Hogg offers a practical and straightforward approach to marketing planning for start-ups and businesses launching new products and services. Traditional marketing frameworks may not offer these new products the best promotional opportunities - The Handbook of Entrepreneurial Marketing looks specifically at the issues and challenges facing new products on launch. Based on a simple grid formula, this book breaks the process down into 2 phases obtaining a thorough understanding of the industry and performing an in-depth analysis of the target audience. It guides entrepreneurs through the environment that every new product launch must face, allowing them to plot a clear path towards market profile and brand awareness. Chapters look at specific industries, product features and benefits, money, USPs, purchasing decisions, buyer profiles, market strategy and competition.