Marketing for Entrepreneurs

by Kathrina Miranda

Read here Read at LibreTextsPDF
Publisher
Chabot College
Subjects
Business
Licence
CC BY 4.0, as LibreTexts states it
Who can read
Tweens profiles and older, judged from its title and subjects

Contents

LibreTexts writes equations in TeX, and here they show as TeX; the PDF has them typeset.

  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. Licensing
  6. 1: Entrepreneurial Marketing and Sales
  7. 1.1: Prelude to Entrepreneurial Marketing and Sales
  8. 1.2: Entrepreneurial Marketing and the Marketing Mix
  9. 1.3: Market Research, Market Opportunity Recognition, and Target Market
  10. 1.4: Marketing Techniques and Tools for Entrepreneurs
  11. 1.5: Entrepreneurial Branding
  12. 1.6: Marketing Strategy and the Marketing Plan
  13. 1.7: Sales and Customer Service
  14. 2: Introducing and Managing the Product
  15. 2.1: Defining the Products
  16. 2.2: Classifications of product
  17. 2.3: Product planning
  18. 2.4: Strategy Formulation
  19. 2.5: New Product Development Process
  20. 2.6: Price defined- three different Perspective
  21. 3: Market Research
  22. 3.1: The importance of market research
  23. 3.2: Key concepts in market research
  24. 3.3: Online research methodologies
  25. 3.4: Justifying the cost of research
  26. 3.5: Adantages and challenges
  27. 4: Strategic Thinking
  28. 00: Front Matter
  29. Table of Contents
  30. 4.1: Strategy and Context
  31. 4.1.1: What is strategy?
  32. 4.1.2: What is digital marketing?
  33. 4.1.3: Understanding marketing strategy
  34. 4.1.4: The Building Blocks of Marketing Strategy
  35. 4.1.5: Crafting a digital marketing strategy
  36. 4.1.E: Digital Marketing Strategy(Exercises)
  37. 4.2: Understanding Customer Behaviour
  38. 4.2.1: The Role of Marketing
  39. 4.2.2: Understanding customer behaviour
  40. 4.2.3: Key digital concepts influencing customer behaviour
  41. 4.2.4: Tools for understanding your customer
  42. 4.2.5: Measuring success
  43. 4.3: Data driven decision making
  44. 4.3.1: The Role of Data
  45. 4.3.2: Understanding data
  46. 4.3.3: Approaching data
  47. 4.3.4: Working with data
  48. 4.3.5: Becoming a data led organisation
  49. 4.3.6: Advantages and challenges
  50. 4.3.7: Measuring success
  51. 5: Entrepreneurial Selling
  52. 5.1: The Power of Entrepreneurship
  53. 5.2: Selling Yourself and Your Idea
  54. 6: Customer Engagement
  55. 6.1: Social media advertising
  56. 6.1.1: Introduction
  57. 6.1.2: Understanding social media advertising
  58. 6.1.3: Core principles
  59. 6.1.4: Implementing social media advertising
  60. 6.1.5: Advantages and challenges
  61. 6.1.6: The bigger picture
  62. 6.1.7: Measuring success
  63. 6.2: Online advertising
  64. 6.2.1: Introduction
  65. 6.2.2: Objectives
  66. 6.2.3: The key differentiator
  67. 6.2.4: Types of display adverts
  68. 6.2.5: Payment Models for Display Advertising
  69. 6.2.6: Implementing online advertising
  70. 6.2.7: The future of online advertising
  71. 6.2.8: Advantages and challenges
  72. 6.2.9: Measuring success
  73. 6.2.10: Getting your ads online
  74. 6.2.11: Targeting and optimising
  75. 6.2.12: Tracking
  76. 6.3: Search advertising
  77. 6.3.1: Defining search advertising
  78. 6.3.2: The elements of a search ad
  79. 6.3.3: Targeting options
  80. 6.3.4: Bidding and ranking for search ads
  81. 6.3.5: Measuring success
  82. 6.3.6: Tracking
  83. 6.3.7: Implementing a search advertising campaign
  84. 6.3.8: Advantages and challenges
  85. 7: Customer Retention
  86. 7.1: Direct marketing (email and mobile)
  87. 7.1.1: Introduction
  88. 7.1.2: Direct marketing strategy and planning
  89. 7.1.3: Step-by-step direct marketing process
  90. 7.1.4: Measuring success
  91. 7.1.5: Advantages and challenges
  92. 7.2: Social media strategy
  93. 7.2.1: Introduction
  94. 7.2.2: Using social media to solve business challenges
  95. 7.2.3: Step-by-step guide to creating a social media strategy
  96. 7.2.4: Documents and processes
  97. 7.2.5: Dealing with opportunities and threats
  98. 7.2.6: Step-by-step guide for recovering from an online brand attack
  99. 7.2.7: Social media strategy risks and challenges
  100. 7.2.E: Social media strategy
  101. 7.2.S: Social media strategy
  102. 7.3: Content Marketing Strategy
  103. 7.3.1: Defining content marketing
  104. 7.3.2: Strategic building blocks
  105. 7.3.3: Content creation
  106. 7.3.4: Content channel distribution
  107. 7.3.5: Advantages and challenges
  108. 7.3.E: Content marketing strategy
  109. 8: Creating Digital Assets
  110. 8.1: Digital Copywriting
  111. 8.1.1: Introduction to Digital Copywriting
  112. 8.1.2: Core principles
  113. 8.1.3: Advantages and challenges
  114. 8.1.4: Measuring Success
  115. 8.2: Search engine optimization (SEO)
  116. 8.2.1: Core principles
  117. 8.2.2: Implementation
  118. 8.2.3: What not to do
  119. 8.2.4: Advantages and challenges
  120. 8.3: Mobile channels and apps
  121. 8.3.1: Introduction
  122. 8.3.2: Core principles
  123. 8.3.3: Defining mobile channels
  124. 8.3.4: Creating an app
  125. 8.3.5: Implementation
  126. 8.3.6: Advantages and challenges
  127. 8.4: Web Development and Design
  128. 8.4.1: Introduction
  129. 8.4.2: Web design
  130. 8.4.3: Web development
  131. 8.4.4: The web development process
  132. 8.4.5: Quality assurance
  133. 9: Optimization and Analytics
  134. 9.1: Data Analytics
  135. 9.1.1: Introduction
  136. 9.1.2: Working with data
  137. 9.1.3: Tracking and collecting data
  138. 9.1.4: Analysing data
  139. 9.1.5: Data Visualisation
  140. 9.1.6: Advantages and challenges
  141. 9.2: Conversion Optimization
  142. 9.2.1: Introduction
  143. 9.2.2: What can you test?
  144. 9.2.3: Designing tests
  145. 9.2.4: Step-by-step guide to conversion optimisation
  146. 9.2.E: Conversion Optimization
  147. 9.2.S: Conversion Optimization(Summary)
  148. Back Matter
  149. Index
  150. Glossary
  151. Detailed Licensing
  152. Detailed Licensing