Description

This textbook provides undergraduate and postgraduate marketing and business and entrepreneurship students with the fundamental knowledge and practical skills needed to create effective entrepreneurial marketing strategies.

Entrepreneurial marketing differs from traditional marketing approaches, from the limited resources available to the need to be adaptable and innovative in order to connect with customers while building a business and brand. This textbook looks at how to:
- Identify opportunities in the market and create new ventures
- Understand the customer journey and the two-way customer relationship
- Develop an effective pricing strategy
- Craft a brand purpose, personality and tone
- Market in a digital world from traditional ecommerce platforms to social media shops

Principles of Entrepreneurial Marketing provides a step-by-step framework of actionable activities for students to follow. It considers how cultural norms and environmental conditions influence entrepreneurial marketing activity, including real-world examples from established and emerging brands in the Global North and South, as well as interviews with entrepreneurs who have direct experience in developing marketing strategies. Each chapter features a defined learning deliverable from creating a content calendar and planning an ad campaign to building a brand identity kit and finally drafting an entrepreneurial marketing plan for growth. This textbook is further supported with online resources of lecturer slides, an instructor's manual and regularly updated real-world examples.