Marketing for Entrepreneurs

Frederick G. Crane is an executive professor of Entrepreneurship & Innovation at the College of Business at Northeastern University, Editor of the Journal of the Academy of Business Education, and co-founder of Ceilidh Insights LLC, an innovation management training, intellectual property consulting, and consumer insight company. He was formerly a professor of marketing and entrepreneurship at the University of New Hampshire and a chair and full professor at Dalhousie University. He currently teaches courses in entrepreneurship, innovation, and entrepreneurial marketing. His academic research activities have resulted in more than 100 publications, including fifteen books. Additionally, he currently serves on the editorial boards of several academic journals. His current research stream intersects the domains of marketing, entrepreneurship, corporate venturing, and innovation, and he is conducting ongoing research on the psychology of entrepreneurship, entrepreneurial education, entrepreneurial branding, and innovation readiness. Dr. Crane is also an award-winning educator who has received numerous honors for teaching excellence over the past twenty years.

Chapter 1 – Marketing in an Entrepreneurial Context
Marketing: Defined
The Seven Steps in the Marketing Process
Using marketing to discover and satisfy customer needs
The 5Ps for product-based ventures and 8Ps of service-based ventures
Chapter 2 – Finding and Evaluating the Right Marketing Opportunity
Characteristics of a good opportunity
Chapter 3 - Using Marketing Research to Ensure Entrepreneurial Success
Marketing research as success insurance: reducing venture failure rates
Types of marketing research
Chapter 4 – Understanding Customers and Competitors
Understanding the customer
Understanding competition
Chapter 5 – Segmenting, Targeting, and Positioning
Ways to segment consumer and business markets
Selecting target segments
Positioning
Chapter 6 – Developing New Products and Services
Types of new products and services
Characteristics of successful new products and services
The new product/service development process
Managing your products/services over their life cycles
Chapter 7 – Building and Sustaining the Entrepreneurial Brand
What is a brand?
The entrepreneurial branding process
Why is entrepreneurial branding important?
Entrepreneurial Branding strategies
Characteristics of a good brand
Chapter 8 – Entrepreneurial Pricing
The pricing parameters
Some entrepreneurial pricing advice
Chapter 9 – Entrepreneurial Channel Development and Supply Chain Management
Defining channels of distribution
Factors affecting channel choice
When to use intermediaries
When to go direct
When to use multi-channel marketing
Channel design considerations
Channel choice and development in a global context
Supply Chain management and marketing strategy
Chapter 10 – Entrepreneurial Promotion: Doing More With Less!
Developing integrated marketing communications (IMC)
The Communications Mix
Advertising; Public Relations; Sales Promotion; Personal Selling; and Direct marketing
Constructing an IMC Plan
Testing and Evaluating the Plan
Maximizing the IMC budget and impact of the communications
Chapter 11 – The Entrepreneurial Marketing Plan
The Anatomy of the entrepreneurial marketing plan
Planning and strategy lessons
Profitability and ROI Marketing
Sample Marketing Plan