TY  - BOOK
AU  - Goldstein, Beth
TI  - Entrepreneurial Marketing
SN  - 9781544320434
PY  - 2021///
CY  - Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne 
PB  - SAGE
KW  - HF COMMERCE
KW  - Marketing
KW  - Consumer satisfaction
KW  - Branding (Marketing)
KW  - Internet marketing
KW  - Customer-centric
N1  - A Blueprint for Customer Engagement; Includes bibliographical references and index; TOC:--; CHAPTER 1 Marketing Using an Entrepreneurial Lens--; CHAPTER 2 Understanding Your Ecosystem--; CHAPTER 3 Identifying Your Customers' Journey--; CHAPTER 4 Listening to the Voice of the Customer--; CHAPTER 5 Managing Competition and Inertia--; CHAPTER 6 Creating Brand Engagement--; CHAPTER 7 Designing Marketing Partnerships That Empower Growth--; CHAPTER 8 Creating Sales Processes and Systems--; CHAPTER 9 Solution Selling--; CHAPTER 10 Doing Well While Doing Good--; CHAPTER 11 Deploying Omnichannel Marketing to Create Customer Engagement--; CHAPTER 12 Leveraging Old School Marketing Tactics--; CHAPTER 13 Using Data and Passion to Move From Idea to Market--; --
N2  - Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea
ER  -