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 and promotion of new products and services, including opportunity assessment, research, understanding customers and competitors, branding, pricing, and creating a market plan.
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 the chapter, allowing students time to review before advancing in the text