Entrepreneurial Marketing: A Blueprint for Customer Engagement
Autor Beth L. Goldsteinen Limba Engleză Electronic book text – 30 dec 2019
EM Subject Line: New text—Entrepreneurial Marketing: A Blueprint for Customer Engagement
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Specificații
ISBN-13: 9781544397429
ISBN-10: 1544397429
Pagini: 376
Dimensiuni: 187 x 232 mm
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
ISBN-10: 1544397429
Pagini: 376
Dimensiuni: 187 x 232 mm
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
Cuprins
Preface
Acknowledgments
About the Author
CHAPTER 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing
New Tools—Same Old Rules
Designing a Business Model That Creates Value
Reality Check—The Truth About Business Success and Failure
The Importance of Setting S.M.A.R.T. Goals
Toolkit
CHAPTER 2 • Understanding Your Ecosystem
Introduction to Market Research
Defining and Understanding the Ecosystem You Operate Within
Primary Versus Secondary Data Sources
Understanding Evolving Market Trends
Defining Your Market
Building Your Business Model
Sources of Data and Trends
Tools for Understanding Trends
The Value of Industry Association Data
Market Size
Your Business Relative to Others in the Industry: SWOT Analysis
PESTLE Analysis
Positioning Map
Toolkit
CHAPTER 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery
Turn Data Into Knowledge
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You
Ask the Right Questions
Methods of Discovering Customer Needs
Ethical Issues in Customer Research
Getting to Know Your Customers
Value Proposition Canvas
Select Your Questions Wisely
Four Methods of Customer Discovery Research
Toolkit
CHAPTER 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?
Prototypes to Help Identify Profiles
Prototyping the Google Way
Beyond Physical Products: Prototyping Services and Apps
Going From Prototype to MVP
B2B Versus B2C Profiling
Toolkit
CHAPTER 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You
Clearly Defining Competition
How Substitute Products Impact Revenue Potential
The Right Perspective
Sources of Competitive Data
The Myth of First Mover Advantage
Second Mover Advantage
What Is Inertia?
Leapfrog Your Competition
Building Your Business Model
Toolkit
CHAPTER 6 • Creating Brand Engagement
Building a Strong Brand
Don’t Let Your Brand Be a Lizard
Consistently Communicate Your Brand Position
Why Do People Buy a Brand?
You Don’t Control Your Brand Reputation
Master Your Brand Delivery Skills
What Are the Lessons Learned?
Toolkit
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit
The Right Partnership
Using Your SWOT and PESTLE Analyses to Identify the Right Partner
Marketing Alliance Benefits
Risk–Reward Balance
A Word About Business Values
Creating a Win–Win Scenario
Green Light Ahead
What Could Go Wrong?
Building Your Business Model
Toolkit
CHAPTER 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships
Sales and Marketing Data Flow
Different Worldviews
Sales and Marketing Collaboration
Sales and Marketing Collaboration Model
B2B or B2C or Some Combination of the Two?
Designing Sales Processes and Systems
Sales Analysis and Projections
Knowledge Is Power
Managing Your Team’s Sales Cycle
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps
Building Your Business Model
Toolkit
CHAPTER 9 • Solution Selling
Sales Is About Listening
Sales for Those Who Hate Selling
Ready to Start Selling?
Do Your Homework
Five Stages of the Sales Process
Dealing With Objections
Sales Tips for Building Relationships
Building Your Business Model
Networking to Jump-Start and Grow Your Business
It’s Not About Making Friends
Conferences as a Great Opportunity to Build Your Networking Skills
Holding Your Own Seminars and Webinars
Still Not Convinced
Toolkit
CHAPTER 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value
Are YOU a Social Entrepreneur?
Warby Parker
Editing Others Into the Conversation About Your Mission
The Ad Council: Inspiring Change, Improving Lives
Five Fundamentals for Making Social Impact on YouTube
Corporate Social Responsibility
Taking the Next Step in Corporate Social Responsibility
Think Like a Donor
Passionate Entrepreneurs Can Make a Difference
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design
Getting Your Customers Engaged Through an Omnichannel Marketing Approach
Think Like Starbucks
Creating Brand Engagement and Buzz
Disruptive Brand Marketing Campaigns
Ceding Control of Your Brand
Return to Your Research Findings to Get Customer Touch Points Right
Omnichannel: Combining the Best of Old School Marketing With New School Channels
Let’s Talk Social
Content Is King
Public Relations and Creating Thought Leaders and Influencers
What if You’re Not an Expert
Creating and Delivering Content
Exploring Top Social Tools
Snapchat as a Marketing Tool
Email Marketing
Tools, Tips, and Training Resources
CHAPTER 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style
Old School Methods of Reaching Your Customers
The Power of Networking: Making the RIGHT Connections at the RIGHT Events
Where Else Can You Meet the RIGHT People?
Developing Your Network: You Can’t Succeed Alone
Your Marketing Campaign Rollout
Toolkit
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data
Channeling Your Passion to Fuel Success
Watch the Flames
Learning to Accept Failure
Cut Once, Measure Twice
Just the Facts: Getting the Right Data and Getting the Data Right
Where to Begin Your Analysis
Customer Lifetime Value
Selecting the Right Customer Mix
Your Data Capture Plan
Ready, Set, Launch: Your Marketing Road map
Navigating Your Path to Success
A Journey of Exploration
Toolkit
References
Index
Acknowledgments
About the Author
CHAPTER 1 • Marketing Using an Entrepreneurial Lens
An Entrepreneurial Approach to Marketing
New Tools—Same Old Rules
Designing a Business Model That Creates Value
Reality Check—The Truth About Business Success and Failure
The Importance of Setting S.M.A.R.T. Goals
Toolkit
CHAPTER 2 • Understanding Your Ecosystem
Introduction to Market Research
Defining and Understanding the Ecosystem You Operate Within
Primary Versus Secondary Data Sources
Understanding Evolving Market Trends
Defining Your Market
Building Your Business Model
Sources of Data and Trends
Tools for Understanding Trends
The Value of Industry Association Data
Market Size
Your Business Relative to Others in the Industry: SWOT Analysis
PESTLE Analysis
Positioning Map
Toolkit
CHAPTER 3 • Identifying Your Customers’ Journey
The Journey of Customer Discovery
Turn Data Into Knowledge
The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You
Ask the Right Questions
Methods of Discovering Customer Needs
Ethical Issues in Customer Research
Getting to Know Your Customers
Value Proposition Canvas
Select Your Questions Wisely
Four Methods of Customer Discovery Research
Toolkit
CHAPTER 4 • Listening to the Voice of the Customer
How Do You Hear the Voice of Your Customer?
Prototypes to Help Identify Profiles
Prototyping the Google Way
Beyond Physical Products: Prototyping Services and Apps
Going From Prototype to MVP
B2B Versus B2C Profiling
Toolkit
CHAPTER 5 • Managing Competition and Inertia
Competitors Don’t Always Look Like You
Clearly Defining Competition
How Substitute Products Impact Revenue Potential
The Right Perspective
Sources of Competitive Data
The Myth of First Mover Advantage
Second Mover Advantage
What Is Inertia?
Leapfrog Your Competition
Building Your Business Model
Toolkit
CHAPTER 6 • Creating Brand Engagement
Building a Strong Brand
Don’t Let Your Brand Be a Lizard
Consistently Communicate Your Brand Position
Why Do People Buy a Brand?
You Don’t Control Your Brand Reputation
Master Your Brand Delivery Skills
What Are the Lessons Learned?
Toolkit
CHAPTER 7 • Designing Marketing Partnerships That Empower Growth
Finding Partners That Fit
The Right Partnership
Using Your SWOT and PESTLE Analyses to Identify the Right Partner
Marketing Alliance Benefits
Risk–Reward Balance
A Word About Business Values
Creating a Win–Win Scenario
Green Light Ahead
What Could Go Wrong?
Building Your Business Model
Toolkit
CHAPTER 8 • Creating Sales Processes and Systems
Sales Is All About Building Relationships
Sales and Marketing Data Flow
Different Worldviews
Sales and Marketing Collaboration
Sales and Marketing Collaboration Model
B2B or B2C or Some Combination of the Two?
Designing Sales Processes and Systems
Sales Analysis and Projections
Knowledge Is Power
Managing Your Team’s Sales Cycle
Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps
Building Your Business Model
Toolkit
CHAPTER 9 • Solution Selling
Sales Is About Listening
Sales for Those Who Hate Selling
Ready to Start Selling?
Do Your Homework
Five Stages of the Sales Process
Dealing With Objections
Sales Tips for Building Relationships
Building Your Business Model
Networking to Jump-Start and Grow Your Business
It’s Not About Making Friends
Conferences as a Great Opportunity to Build Your Networking Skills
Holding Your Own Seminars and Webinars
Still Not Convinced
Toolkit
CHAPTER 10 • Doing Well While Doing Good
Aligning Your Messaging to Underscore Your Social Value
Are YOU a Social Entrepreneur?
Warby Parker
Editing Others Into the Conversation About Your Mission
The Ad Council: Inspiring Change, Improving Lives
Five Fundamentals for Making Social Impact on YouTube
Corporate Social Responsibility
Taking the Next Step in Corporate Social Responsibility
Think Like a Donor
Passionate Entrepreneurs Can Make a Difference
CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement
Let the Games Begin—Time to Focus on Your Marketing Campaign Design
Getting Your Customers Engaged Through an Omnichannel Marketing Approach
Think Like Starbucks
Creating Brand Engagement and Buzz
Disruptive Brand Marketing Campaigns
Ceding Control of Your Brand
Return to Your Research Findings to Get Customer Touch Points Right
Omnichannel: Combining the Best of Old School Marketing With New School Channels
Let’s Talk Social
Content Is King
Public Relations and Creating Thought Leaders and Influencers
What if You’re Not an Expert
Creating and Delivering Content
Exploring Top Social Tools
Snapchat as a Marketing Tool
Email Marketing
Tools, Tips, and Training Resources
CHAPTER 12 • Leveraging Old School Marketing Tactics
Old School Never Goes Out of Style
Old School Methods of Reaching Your Customers
The Power of Networking: Making the RIGHT Connections at the RIGHT Events
Where Else Can You Meet the RIGHT People?
Developing Your Network: You Can’t Succeed Alone
Your Marketing Campaign Rollout
Toolkit
CHAPTER 13 • Using Data and Passion to Move From Idea to Market
Understanding the Customer Journey Through the Data
Channeling Your Passion to Fuel Success
Watch the Flames
Learning to Accept Failure
Cut Once, Measure Twice
Just the Facts: Getting the Right Data and Getting the Data Right
Where to Begin Your Analysis
Customer Lifetime Value
Selecting the Right Customer Mix
Your Data Capture Plan
Ready, Set, Launch: Your Marketing Road map
Navigating Your Path to Success
A Journey of Exploration
Toolkit
References
Index
Descriere
Entrepreneurial
Marketing:
A
Blueprint
for
Customer
Engagementoffers
a
cutting-edge
perspective
on
how
to
create
a
customer-centric,
multi-channel
marketing
program.