Автор: Nijssen Ed Название: Entrepreneurial Marketing ISBN: 1138712914 ISBN-13(EAN): 9781138712911 Издательство: Taylor&Francis Цена: 3761 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание: How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning and the marketing mix undergo an ‘extreme makeover’ in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting edge innovations (including links to websites and videos on the Internet), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing: An Effectual Approach provides a vital guide to successfully developing customer demand and a market for innovative new products. This second edition has been thoroughly expanded with: aone-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted; coverage of the customer development process; and updated references and new examples. This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.
Автор: Chaston Ian Название: Entrepreneurial Marketing ISBN: 1137500905 ISBN-13(EAN): 9781137500908 Издательство: Springer Рейтинг: Цена: 4674 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this book applies entrepreneurial marketing to all sizes of organisation, from large firms to SMEs. The 1st edition was one of the first books to tackle entrepreneurial marketing; now, the new edition will take a fresh look at the subject.
Описание: Smith and Smith apply current thinking in the areas of valuation, real options, and the economics of contracts to new venture decision making. Readers learn to think of new ventures as portfolios of real options, value financial claims of the entrepreneur and venture capital investors, and structure financial contracts in light of new venture information problems. They also learn to use simulation and scenario analysis to evaluate the implications of uncertainty and financial decisions. Stresses the importance of strategy in new venture planning. Develops real-world context through relevant examples. Spreadsheet modeling and simulation using custom software provides hands-on learning.
Описание: The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web- based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo- sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
Описание: With the advent of `cloud computing` and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience.
Описание: Marketing has become more competitive and ubiquitous than ever before. In this current economic climate, entrepreneurs and small to mid-size businesses have been driven to look for alternative ways to market their products and services effectively and cost-efficiently. At the same time, the Internet has provided them the opportunity to challenge the Fortune 500s. Mastering the World of Marketing is the definitive marketing resource every business needs to survive and thrive. This desk-top, insanely value-packed, comprehensive book provides the best marketing strategies, tactics, tips, and advice from more than 50 of the top marketers in the world. There are millions of ways to go-to market. Businesses have an unlimited choice of strategies and philosophies they can implement to generate leads, create brand recognition, and capture new customers. Mastering the World of Marketing covers marketing techniques that can accommodate any organizations marketing budget, including: networking, word of mouth marketing, customer referrals, yellow page directories, television, radio, outdoor (roadside billboards), print, email marketing, internet marketing, social media marketing, public relations and advertising. Contributors include: Peter Shankman, Seth Godin, Chris Brogan, Jack Trout, Yanik Silver, Jay Abraham, Joe Calloway, Peter Lencioni, Guy Kawasaki, Dan Lok, Gary Vaynercuk, Dan Kennedy, Regis McKenna, Robert Cialdini, Joel Comm, David Meerman Scott, Jay Conrad Levinson, Mark Jeffrey, John Andrew Davis, Michael Masterson, Anne Libera, John Arnold, Peter Fisk, Sam Richter, John J. Burnett, Joel Greenblatt, Robert F. Hartley, John L. Mariotti, Chris Treadaway, Mari Smith, David A. Aaker, Philip Kotler, John Grant, Bob Burg, Larry Weber, Richard Rosen, Don Sexton, Mark Joyner, Tom Antion, Adam Richardson, Scott Stratten, Ken Evoy, Mark Victor Hansen, Lon Safko, John Jantsch, Al Reis, Joe Vitale, Michel Fortin, W. Chan Kim, Renee Mauborgne, and Alexander Chernev.
Автор: Green R & Carroll J Название: Investigating Entrepreneurial Opportunities ISBN: 0803959427 ISBN-13(EAN): 9780803959422 Издательство: Sage Publications Рейтинг: Цена: 6089 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Reveals ways to do your own diligence in investigating entrepreneurial opportunities.
Автор: Cooper C Arnold, Fulford Kwm Bill, Alvarez Sharon, Название: Entrepreneurial Strategies ISBN: 1405141670 ISBN-13(EAN): 9781405141673 Издательство: Wiley Рейтинг: Цена: 6478 р. Наличие на складе: Поставка под заказ.
Описание: Looks at entrepreneurial strategies and innovation in emerging market economies (EMEs). This title presents the view of the entrepreneur in local as well as multinational corporations. It focuses on how entrepreneurial activities can take advantage of new technologies in emerging market economies.
Описание: This book challenges the conclusions that link entrepreneurship to lower employee compensation. This challenge is based on more recent theories of entrepreneurship, which view the role of small firms as existing in a dynamic context rather than a static framework. The evolutionary theory of entrepreneurship views the startup as an endogenous response to economic knowledge and suggests that new firms are a diverse manifestation of the search process. Evolutionary theory has been strikingly silent about how employee compensation might differ in an evolutionary framework compared to a static one. This is important because employee compensation is a key measure of economic performance, complementing other measures such as growth and survival. This book argues that the link between entrepreneurship and wages is different in an evolutionary context than in the traditional static analysis, suggesting that, particularly in knowledge-based industries, firms will pay relatively lower levels of employee compensation subsequent to startup. If the firm learns that it is viable, and survives and grows, levels of employee compensation will rapidly rise. This research provides compelling empirical evidence suggesting that the relationship between firm age and employee compensation is very different in an evolutionary context than in a static analysis. While this study confirms that new and small enterprises compensate employees at lower levels than do their larger counterparts subsequent to startup, over time, the levels of employee compensation not only increase, but also at a higher rate than in larger enterprises. While the traditional static analysis leads to the policy prescription that new firms and the low wages associated with them represent a drag on economic welfare, the evolutionary view suggests that, in the knowledge economy, they are an essential component of the search for steep trajectories, both in terms of growth and wages.
Автор: Melewar T C Название: Strategic International Marketing ISBN: 0230580246 ISBN-13(EAN): 9780230580244 Издательство: Springer Рейтинг: Цена: 5609 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
Автор: Green R & Carroll J Название: Investigating Entrepreneurial Opportunities ISBN: 0803959419 ISBN-13(EAN): 9780803959415 Издательство: Sage Publications Рейтинг: Цена: 13531 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: In this book, the authors, who have both bought and sold several businesses, reveal creative and low cost ways to do your own diligence in investigating entrepreneurial opportunities. The book covers all the basics, including market, products, insurance, facilities, assets, short and long-term liabilities and much more.
Описание: Looks at the process by which leaders, as entrepreneurs and strategists, attempt to build and craft the skill-bases of their firms to best create long-term value for their customers. This book examines the foundations of resource-based approaches to management and strategic thinking, and also presents the case histories of four different firms.
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