ENTREPRENEURIAL MARKETING: A PRACTICAL MANAGERIAL APPROACH
Book ID/图书代码： 04289519C00005
English Summary/英文概要： One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs’ creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.
Chinese Summary/中文概要： 企业家成功的一个关键是在创业时尽快获得销售(收入)和利润。《创业营销》注重成功的基本要素，以实现这些需要的销售和收入，并发展公司。作者建立了一个全面的，最先进的图片创业营销问题，提供了主要的理论和经验证据，提供了一个清晰的，简明的观点“创业营销”。通过一个国际方法，结合理论和经验的企业家精神和营销知识，这本书告诉和提高企业家的创造力，他们的能力，把创新带到市场，他们愿意面对风险，改变世界。主要内容包括:确定和选择市场；以成本效益确定消费者的需要；执行营销组合的基本要素(产品、价格、分销、促销)；并通过实施完善的营销计划，在国内外市场上取得成功。贯穿全书的许多说明性例子使内容栩栩如生。理论内容、示例、经验分析和案例研究的混合使本书成为世界各地学生、教授、研究人员、实践者和决策者的优秀资源。(WYL)
Awards/获奖情况：“长期以来，我一直认为市场营销应该是创业教育和研究的主导学科之一。这本书对新企业和成长中的领导者的潜在成功做出了重大贡献。”
“赫里斯和拉马达尼的重新合作，为培养企业家做出了又一项重大贡献。他们的新书《创业营销》触及了新创业者必须具备的最关键技能:找到并满足客户。这些章节提供了来自最新研究的指导方针，供企业家在确定机会和沟通他们提供给市场的价值时所遵循的原则。”
‘As someone who has long contended that Marketing should be one of the dominant disciplines in entrepreneurship education and research, I am delighted to discover the publication of Entrepreneurial Marketing. This book makes a major contribution to potential success for leaders of new and growing ventures.
Hisrich and Ramadani have reteamed to make yet another major contribution to educating entrepreneurs. Their latest book, Entrepreneurial Marketing, hits on the most critical skills that a new venture owner must perform: finding and satisfying customers. The chapters provide guidelines from the latest research for entrepreneurs to follow in identifying opportunities and communicating the value they offer to their markets.
About the Author/作者介绍： 罗伯特·赫里斯，研究生院和国际项目副院长，美国肯特州立大学普利司通国际营销主席。威兰德·拉马达尼，马其顿共和国东南欧洲大学创业与管理副教授。
Robert D. Hisrich, Associate Dean of Graduate and International Programs, Bridgestone Chair of International Marketing, Kent State University, US and Veland Ramadani, Associate Professor of Entrepreneurship and Management, South-East European University, Republic of Macedonia
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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