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Marketing for Entrepreneurs

Marketing for Entrepreneurs
Concepts and Applications for New Ventures

Second Edition
  • Frederick G. Crane - Northeastern University, USA, University of New Hampshire, USA, Dalhousie University, Canada


September 2012 | 264 pages | SAGE Publications, Inc

Using the latest research and information on entrepreneurial marketing, including consumer behavior, social media, and intellectual property, the Second Edition of Marketing for Entrepreneurs provides practical insights, strategies, and tips on how to apply entrepreneurial marketing concepts to increase the chances of venture success. Business expert and influential author Frederick G. Crane focuses on how to use marketing to find, evaluate, and exploit the right venture opportunity. He then walks students and professionals through the various phases and steps of the marketing process, highlighting what is unique to and effective for entrepreneurial pursuits. Written for existing entrepreneurs and potential entrepreneurs alike, this book guides readers from where they are to where they want to be!

1. Marketing in an Entrepreneurial Context
2. Finding and Evaluating the Right Marketing Opportunity
3. Using Marketing Research to Ensure Entrepreneurial Success
4. Understanding Customers and Competitors
5. Segmentation, Targeting, and Positioning
6. Developing New Products and Services
7. Building and Sustaining the Entrepreneurial Brand
8. Entrepreneurial Pricing
9. Entrepreneurial Channel Development and Supply Chain Management
10. Entrepreneurial Promotion: Doing More With Less!
11. The Entrepreneurial Marketing Plan
Appendix – Sample Entrepreneurial Marketing Plan

Very practical and applied. Recommended.

Professor Marco Escadas
Management, Polytechnic Institute of Cávado and Ave (IPCA)
July 3, 2015

The focus of the book is on how can marketing be used to find, evaluate and exploit venture opportunity. How to leverage marketing as a start-up, in the development and promotion of new products and services. Chapters are written in a way to allow readers to apply the described concepts and strategies to their own ventures. A great book for the course. Easy, enjoyable read.

Miss Radmila Radojevic
Faculteit Communicatie & Journalistiek, Hogeschool Utrecht
May 20, 2015

A nice step by step approach to improving marketing understanding for students and professionals alike.

Miss Gemma Hallett
AACTS, Ystrad Mynach College
November 3, 2014

Good marketing textbook providing entrepreneurial perspective. If it contained some more exercises it would be even better. Modest in terms of design and graphics.

It adds entrepreneurial perspective to consumer marketing mainly, but not all entrepreneurs operate in B2C sector. So, ideas for entrepreneurs operating in b2b should be also considered.

Dr Maciej Koczerga
Marketing Strategy, Uniwersytet Ekonomiczny w Poznaniu
June 16, 2014

Well focused for the marketing portion of my basic entrepreneurship course.

Dr Ben Compaine
School Of Journalism, Northeastern University
November 25, 2013

This book provides an essential understanding to those start-up entrepreneurs that have zero managerial competence. In addition, this book also provides a key insight about why building and sustaining business relationships is a key successful factor for start-ups

Umar Burki
Business & Management, Vestfold University College
November 22, 2013


I have adopted and required Introduction to leadership by Northouse for ALL 5 of my courses for FALL 2013 and plan to do the same for ALL 7 of my courses in SPRING 2014. I trust that I am your leading professor for using this text. It is outstanding. Your courage to publish it is appreciated.

Also, I have adopted Introduction to Intercultural Communication ALL 3 of my Intercultural Communication courses this academic year.

I teach business (management & finance), philosophy, communication, and psychology at Foothill College, Evergreen Valley College and the University of Phoenix. I am in search for a philosophy text for one of my Introduction to Philosophy courses at EVC in SPRING 2014.

I am indeed a dedicated SAGE instructor!

Thank you,

prof. douglas threet

Dr Douglas Threet
Manegment Communication, Evergreen Valley College
October 26, 2013

As general marketing management text book, this book is not fit to the one who is unfamiliar with marketing theories. However, for specialist or consultant who need more wonderful idea, this book is the answer, especially for business owner. Hence, for student, you need this book if you want to build your own business. It is what you are looking for.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla University
September 27, 2013

Intersting spin on traditional Marketing with some essential messages for Entrepreneurs

Mr Martin Haley
Marketing , University of Bradford Management Ctr
August 6, 2013

A good basic text suitable for students working within SMEs

Mrs Ruth Smith
Design, University of Central Lancashire
March 26, 2013
Key features

New to the Second Edition:

  • NEW and extensive coverage of social media explores how it's changing the entrepreneurial game and discusses how to use it as part of an entrepreneurial promotion plan.
  • NEW material on the concept of customer rituals shows readers how understanding these rituals can lead to new opportunities and entrepreneurial success.
  • NEW material on the importance of intellectual property and venture success has been added. · NEW and expanded treatment of entrepreneurial branding includes how to leverage social media in building the new venture brand.
  • NEW appendix provides a sample of a fully featured entrepreneurial marketing plan.

Features and Benefits: 

  • 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 "4Ps" to address forces in the external marketing environment.
  • Comprehensive Coverage: This book provides everything aspiring entrepreneurs need to know about leveraging marketing in the development, pricing, distribution, and promotion of new products and services, including opportunity assessment, insightful research methods, understanding customers and competitors, branding, channel development, and pricing.
  • Pedagogical Highlights:
    • Entrepreneurial Marketing Spotlights illustrate how successful entrepreneurs use contemporary marketing techniques, providing real-life examples for readers.
    • Entrepreneurial Exercises encourage readers to apply what they have learned, promoting deeper understanding and retention.
    • Key Takeaways summarize material covered in each chapter, allowing readers the time to review before advancing in the text.

Sample Materials & Chapters


CH 1&2

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