Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy

Author: Carvalho, Luísa Cagica

Publisher: IGI Global

Published: 2018-10-26

Total Pages: 635

ISBN-13: 1522563083

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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.

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Robert D. Hisrich

Publisher: Edward Elgar Publishing

Published: 2018

Total Pages: 280

ISBN-13: 178811132X

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One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to 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 entrepreneurial marketing. 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.

Handbook of Entrepreneurship and Marketing
Handbook of Entrepreneurship and Marketing

Author: Ian Fillis

Publisher: Edward Elgar Publishing

Published: 2020-07-31

Total Pages: 480

ISBN-13: 178536457X

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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.

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Beth Goldstein

Publisher: SAGE Publications

Published: 2019-12-17

Total Pages: 377

ISBN-13: 1544397429

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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.

The Oxford Handbook of Entrepreneurship
The Oxford Handbook of Entrepreneurship

Author: Mark Casson

Publisher: OUP Oxford

Published: 2008

Total Pages: 810

ISBN-13: 0199546991

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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.

Handbook of Measures for International Entrepreneurship Research
Handbook of Measures for International Entrepreneurship Research

Author: Nicole Coviello

Publisher: Edward Elgar Publishing

Published: 2016-03-25

Total Pages: 651

ISBN-13: 1784711403

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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.

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Leonard M. Lodish

Publisher: John Wiley & Sons

Published: 2002-03-14

Total Pages: 289

ISBN-13: 0471040207

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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

Marketing for Entrepreneurs
Marketing for Entrepreneurs

Author: Frederick G. Crane

Publisher: SAGE Publications

Published: 2021-08-25

Total Pages: 281

ISBN-13: 1483391337

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Provide your students with practical insights, strategies, and tips on how applying marketing concepts can increase the chances of new venture success

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Ian Chaston

Publisher: Bloomsbury Publishing

Published: 2017-09-05

Total Pages: 400

ISBN-13: 1137500921

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Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment. Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy. New to this Edition: - Revised and updated throughout to take into account new developments in the field - Includes up-to-date and innovative coverage of the public sector, digital marketing and social media

The Handbook of Entrepreneurial Marketing
The Handbook of Entrepreneurial Marketing

Author: Charlotte Hogg

Publisher:

Published: 2013-06

Total Pages: 0

ISBN-13: 9780749467814

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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.