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Handbook of Entrepreneurial Marketing

by: Hogg, Charlotte

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On-line Price: $42.95 (includes GST)

Paperback package 240

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You save: $12.00

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Retail Price: $54.95

Publisher: Kogan Page Ltd,05.03.13

Category: MARKETING Level:

ISBN: 0749467819
ISBN13: 9780749467814

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For many new start-ups, the marketing of their new product or service plays a secondary role to other key issues such as financing, manufacturing or distribution. But the initial marketing, promotion and PR campaigns for products or services that are unfamiliar to potential customers must be well-targeted, precise, matched to the market and capable of generating swift interest and awareness. Based on a simple grid formula, "The Handbook of Entrepreneurial Marketing" guides entrepreneurs through the unique environment that faces new product launches, allowing them to plot a clear path towards market profile and brand awareness - without being waylaid by marketing issues that are irrelevant to their specific business sector. Separate chapters look at the specific industry, product features and benefits, money, USPs, purchasing decisions, buyer profiles, market strategy, competition, and identifying weaknesses and objections. Only when the business owners in question have worked through each section, can the responses be used to identify the unique challenges facing the company - and the most effective marketing strategies to ensure business success.