Entrepreneurial Marketing 1st Edition by Bjorn Bjerke, Claes Hultman ISBN 1840649127 9781840649123

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ISBN 10: 1840649127 
ISBN 13: 9781840649123
Author: Bjorn Bjerke, Claes Hultman

Just as society has realised the value of entrepreneurs, so entrepreneurs are gradually realising the value of strategic marketing. In this book, the authors explain the substantial role of marketing in the success of small firms which have emerged in the new business environment of the past 10 to 15 years.

Entrepreneurial marketing is especially important for small, developing firms which have to consider emerging business and market trends, and so a model is presented specifically tailored to the needs of expanding entrepreneurial ventures. The authors also critically analyse the extent to which mainstream marketing and entrepreneurship theory are useful in entrepreneurial marketing. They argue that to be fully effective, marketing must be viewed from a broad perspective and as a value-creating process.

In order to understand the dynamic pattern of growth of small entrepreneurial ventures, they emphasise the importance of making a clear distinction between:

• managerial growth and entrepreneurial growth
• entrepreneurship, management and leadership
• transactional marketing, relationship marketing and complex combinations
• focal organisations and virtual organisations
• explorative learning and exploitative learning
• value configurations and value chains.

This book will be of immense worth to students, scholars and practitioners of marketing and entrepreneurship, and will contribute to a new dialogue between the two disciplines. It will also be of considerable value to the wider business and management community learning to operate and succeed in the new economic era.

Entrepreneurial Marketing 1st Table of contents:

• Market Research and Customer Insights

  • Understanding Your Target Market
  • Qualitative vs. Quantitative Research Methods
  • Conducting Customer Surveys and Interviews
  • Analyzing Customer Behavior and Preferences
  • The Importance of Data in Entrepreneurial Marketing

• Creating a Unique Value Proposition

  • Defining Your Product or Service’s Unique Selling Points
  • Differentiation and Competitive Advantage
  • Crafting a Compelling Brand Story
  • Positioning Your Offering in the Market
  • The Role of Innovation in Developing a Value Proposition

• Developing an Entrepreneurial Marketing Strategy

  • Setting Marketing Goals and Objectives
  • Building a Marketing Plan for Startups
  • Target Market Segmentation
  • Pricing Strategies for Entrepreneurs
  • Marketing Mix (Product, Price, Place, Promotion) for Startups

• Digital Marketing for Entrepreneurs

  • The Importance of Online Presence for Entrepreneurs
  • Social Media Marketing: Platforms, Strategies, and Content Creation
  • Search Engine Optimization (SEO) and Content Marketing
  • Email Marketing and Automation for Small Businesses
  • Paid Advertising: Google Ads and Social Media Campaigns

• Building and Growing a Brand

  • Branding for Startups: Creating an Identity
  • Brand Consistency and Messaging
  • Managing Brand Reputation and Public Relations
  • Leveraging Influencers and Partnerships for Brand Growth
  • Case Studies of Successful Entrepreneurial Brands

• Sales Strategies for Entrepreneurs

  • Understanding the Sales Process in Startups
  • Building an Effective Sales Funnel
  • Lead Generation and Nurturing
  • Conversion Strategies: Turning Leads into Customers
  • Customer Relationship Management (CRM) Tools for Entrepreneurs

• Marketing on a Budget: Cost-Effective Tactics

  • Guerrilla Marketing: Creative, Low-Cost Strategies
  • Content Marketing as a Budget-Friendly Tool
  • Building Relationships Through Networking
  • Free Tools and Resources for Entrepreneurs
  • Optimizing Marketing Spending and Return on Investment (ROI)

• Leveraging Technology in Entrepreneurial Marketing

  • Digital Tools for Marketing Automation
  • Using Analytics to Optimize Marketing Campaigns
  • Customer Feedback Tools and Surveys
  • Mobile Marketing and Apps for Entrepreneurs
  • Artificial Intelligence and Chatbots in Marketing

• Managing Marketing in a Growing Business

  • Scaling Your Marketing Efforts
  • Building a Marketing Team: Roles and Responsibilities
  • Outsourcing vs. In-House Marketing
  • Creating Long-Term Marketing Strategies for Growth
  • Marketing Metrics: Measuring Success and Impact

• Ethical Marketing in Entrepreneurship

  • The Importance of Ethical Practices in Marketing
  • Building Trust with Customers
  • Sustainable Marketing: Environmental and Social Responsibility
  • Transparency and Honesty in Advertising
  • Navigating Legal and Ethical Boundaries in Marketing

• The Future of Entrepreneurial Marketing

  • Trends Shaping the Future of Marketing
  • The Role of Artificial Intelligence and Automation
  • Marketing in a Post-Pandemic World
  • The Evolution of Customer Expectations
  • Preparing for the Future of Marketing: Opportunities and Challenges

• Case Studies in Entrepreneurial Marketing

  • Case Study 1: Successful Marketing Campaigns by Startups
  • Case Study 2: Lessons Learned from Marketing Failures
  • Case Study 3: Marketing Strategies of High-Growth Companies
  • Case Study 4: Entrepreneurs Who Built Brands from Scratch
  • Analyzing the Marketing Strategies of Famous Entrepreneurs

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Bjorn Bjerke,Claes Hultman,Entrepreneurial Marketing