Wow! eBook
Marketing for Entrepreneurs: Concepts and Applications for New Ventures
Author(s): Frederick G. Crane (Author)
- Publisher: SAGE Publications, Inc
- Publication Date: 15 Oct. 2009
- Edition: 1st
- Language: English
- Print length: 240 pages
- ISBN-10: 1412953464
- ISBN-13: 9781412953467
Book Description
Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur′s unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.
Editorial Reviews
About the Author
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.
