The Handbook of Entrepreneurial Marketing - How to Align Marketing and Promotion to New Products and Services (Paperback)

For many new start-ups, the marketing of their new product or service plays a secondary role to other key issues such as financing, manufacturing or distribution. But the initial marketing, promotion and PR campaigns for products or services that are unfamiliar to potential customers is a vital component of any start-up success. Based on a simple grid formula, The Handbook of Entrepreneurial Marketing guides entrepreneurs through the unique environment that faces new product launches, allowing them to plot a clear path towards market profile and brand awareness - without being waylaid by marketing issues that are irrelevant to their specific business sector. Chapters look at specific industry, product features and benefits, money, USPs, purchasing decisions, buyer profiles, market strategy, competition, and identifying weaknesses and objections. By working through each section, business owners can identify the unique challenges facing their company and the most effective marketing strategies to ensure business success.