Principles of Entrepreneurial Marketing

Strategy and Applied Practice
1. Auflage 2027
ISBN: 978-1-3986-2995-0
Verlag: Kogan Page Ltd

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments.

Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts.

This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action.

This textbook includes:

- A step-by-step entrepreneurial marketing framework with defined learning deliverables
- Guidance on pricing, digital marketing, customer journey mapping and growth planning

- Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit
- Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America)
- Online resources featuring lecturer slides, an instructor's manual and annually updated real-world examples

Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Autoren/Hrsg.

Booth, Paul

Thompson, Zach

O'Dean, Charles

Iliopoulos, Yannis

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Kleine und Mittlere Unternehmen
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management

Inhaltsverzeichnis

Chapter - 01: Introduction to Entrepreneurial Marketing; Chapter - 02: The Big Idea and Opportunity Identification; Chapter - 03: Getting to Know the Market; Chapter - 04: Developing The Business Model; Chapter - 05: The Entrepreneurial Marketing Mix; Chapter - 06: Brand Strategy for Start-ups; Chapter - 07: Digital Marketing for Start-ups; Chapter - 08: Developing Networks and Partners; Chapter - 09: The Entrepreneurial Marketing Plan; Chapter - 10: Conclusion

Über Autor(innen)

Dr Paul Booth is Senior Lecturer in Entrepreneurship and Marketing at the University of Greenwich, UK, and is Associate Professor of Social Entrepreneurship at the Institute of Contemporary Music Performance (ICMP), UK. He has industry experience of consulting founders of traditional and social enterprises in hospitality, events and food and beverage.

Dr Zach Thompson is Assistant Professor of Practice at Haslam College of Business, University of Tennessee, USA. He was previously Senior Lecturer in Marketing at the University of Bristol Business School, UK. He is a certified digital marketer and marketing consultant.