Entrepreneurial Marketing 1st Edition A Blueprint for Customer Engagement
BRAND: Sage
Trường ĐH, Nhóm, Thư Viện: Gọi 0915920514 để báo giá eBook hosting trên Vital Source hoặc mua Sách In
Tổng quan sách
Tiếp thị doanh nhânKế hoạch chi tiết cho sự tương tác của khách hàngTiếp thị Doanh nghiệp: Kế hoạch chi tiết cho sự gắn kết của khách hàng đưa ra quan điểm tiên tiến về cách tạo chương trình tiếp thị đa kênh, lấy khách hàng làm trung tâm. Nhấn mạnh vai trò của tiếp thị khởi nghiệp trong quá trình tạo ra giá trị, Tiếp thị khởi nghiệp giúp sinh viên học cách xem trải nghiệm tương tác của khách hàng qua con mắt của thị trường mục tiêu để xây dựng thương hiệu bền vững một cách hiệu quả. Được đóng gói với các công cụ, ví dụ và bài tập thực tế, văn bản này cho phép sinh viên áp dụng ngay những gì họ học được vào ý tưởng kinh doanh mới của mình.
- PrefaceAcknowledgmentsAbout the Author
- Chapter 1 • Marketing Using an Entrepreneurial LensAn Entrepreneurial Approach to MarketingNew Tools—Same Old RulesDesigning a Business Model That Creates Value➡ View From the Trenches: PhiloSophie’s®: From Mass Market to Tying the KnotReality Check—The Truth About Business Success and FailureThe Importance of Setting S.M.A.R.T. GoalsACTION CREATES TRIUMPHS (ACT): Interview an EntrepreneurEntrepreneur InterviewSample Questions and Script➡ ACTION CREATES TRIUMPHS (ACT): Idea Generation➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ AHAs: Lessons and TakeawaysToolkitWorksheet 1.1: Setting S.M.A.R.T. GoalsWorksheet 1.2: Sample S.M.A.R.T. GoalWorksheet 1.3: Business Launch Plan/Road MapWorksheet 1.4: Completing an Ethnography Study
- Chapter 2 • Understanding Your EcosystemIntroduction to Market ResearchDefining and Understanding the Ecosystem You Operate WithinPrimary Versus Secondary Data SourcesUnderstanding Evolving Market TrendsDefining Your MarketBuilding Your Business ModelSources of Data and TrendsTools for Understanding TrendsThe Value of Industry Association DataMarket SizeACTION CREATES TRIUMPHS (ACT): Your MarketYour Business Relative to Others in the Industry: SWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsPESTLE AnalysisPositioning Map➡ ACTION CREATES TRIUMPHS (ACT): Country Entrepreneurship Opportunity ChallengeYour ChallengeSources of Country DataCountry Data to Analyze➡ View From the Trenches: Marabots Technology CorporationIn Their Shoes➡ Highlights of Marabots Research Findings➡ Marabots Final Recommendation➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ AHAs: Lessons and TakeawaysToolkitWorksheet 2.1: SWOT AnalysisWorksheet 2.2: Strategic Plan to Address SWOTWorksheet 2.3: Market Size Analysis
- Chapter 3 • Identifying Your Customers’ JourneyThe Journey of Customer DiscoveryTurn Data Into KnowledgeThe Importance of Saying No: Knowing Which Customers Are Not the Right Match for YouAsk the Right QuestionsMethods of Discovering Customer NeedsEthical Issues in Customer ResearchGetting to Know Your CustomersValue Proposition CanvasSelect Your Questions Wisely➡ ACTION CREATES TRIUMPHS (ACT): Select Your QuestionsBuilding Your Business ModelFour Methods of Customer Discovery ResearchSurvey DesignEthnographic Studies➡ ACTION CREATES TRIUMPHS (ACT): Ethnography ChallengePart One: Observation and Note-TakingPart Two: Insights and RecommendationsFocus GroupsOne-on-One Interviews➡ ACTION CREATES TRIUMPHS (ACT): Customer Discovery Analysis AssignmentWhat Questions Do You Need to Ask?How Do You Begin to Discover the Answers?Deliverables➡ View From the Trenches: Chewie’s Colossal Cookie Company SurveyChewie’s Colossal Cookie Company Survey: Version OneChewie’s Colossal Cookie Company Final Survey: Version Two➡ AHAs: Lessons and TakeawaysToolkitWorksheet 3.1: Resources for Proper Survey Design
- Chapter 4 • Listening to the Voice of the CustomerHow Do You Hear the Voice of Your Customer?Prototypes to Help Identify ProfilesThe SunChips® Package StoryPrototyping the Google WayBeyond Physical Products: Prototyping Services and AppsStoryboardsRole-PlaysWebsite and Social Media Test Sites or Landing Pages➡ VIEW FROM THE TRENCHES: MEET AIMEE: The Aimee Bio Story➡ ACTION CREATES TRIUMPHS (ACT): Now on to Your PrototypeBuilding Your Business ModelGoing From Prototype to MVP➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial JourneyHow Did Waku Launch Its Crowdfunding Campaign?Identifying Suspects, Customers, and ProspectsB2B Versus B2C Profiling➡ ACTION CREATES TRIUMPHS (ACT): Designing Customer ProfilesIdeal Customer Profile (Persona) Description➡ AHAs: Lessons and TakeawaysToolkitWorksheet 4.1: Ideal Customer Profile (Persona) Description
- Chapter 5 • Managing Competition and InertiaCompetitors Don’t Always Look Like YouClearly Defining CompetitionHow Substitute Products Impact Revenue Potential➡ ACTION CREATES TRIUMPHS (ACT): Friend or Foe?The Right Perspective➡ ACTION CREATES TRIUMPHS (ACT): Whom Do You Really Compete With?Sources of Competitive DataThe Myth of First Mover AdvantageSecond Mover AdvantageWhat Is Inertia?Leapfrog Your Competition➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ View From the Trenches: Go Nuts for Gonuts Donuts and CoffeeIn Their ShoesBuilding Your Business Model➡ AHAs: Lessons and TakeawaysToolkitWorksheet 5.1: Competitive AssessmentWorksheet 5.2: Competitive Differentiator Analysis
- Chapter 6 • Creating Brand EngagementBuilding a Strong BrandDon’t Let Your Brand Be a Lizard➡ ACTION CREATES TRIUMPHS (ACT): Your Favorite BrandsConsistently Communicate Your Brand PositionWhy Do People Buy a Brand?EXPERT INSIGHT: Developing Powerful Brands: Dale Bornstein, CEO at M BoothYou Don’t Control Your Brand Reputation➡ ACTION CREATES TRIUMPHS (ACT): What’s Your Brand Value?Components of a Successful BrandHow Do You Create a Unique Brand?➡ ACTION CREATES TRIUMPHS (ACT): Creating a Strong Brand: 8 Key Actions to TakeBuilding Your Business Model➡ VIEW FROM THE TRENCHES: Bali BananaBali Banana: In Their ShoesMaster Your Brand Delivery SkillsWhat Are the Lessons Learned?Make Your Elevator Pitch Soar Out of the ParkEXPERT INSIGHT: Art of the Pitch, Paul Horn➡ ACTION CREATES TRIUMPHS (ACT): Creating Your OWN PitchRemember to Start at the EndYour Pitch➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ AHAs: Lessons and TakeawaysToolkitWorksheet 6.1: Creating a Winning Elevator Pitch
- Chapter 7 • Designing Marketing Partnerships That Empower GrowthFinding Partners That FitThe Right PartnershipUsing Your SWOT and PESTLE Analyses to Identify the Right Partner➡ ACTION CREATES TRIUMPHS (ACT): Step-by-Step Process to Creating Winning Marketing PartnershipsMarketing Alliance BenefitsRisk–Reward Balance➡ ACTION CREATES TRIUMPHS (ACT): Canine Connections: Partners in ActionView From the Trenches: The Lasse Paakkonen Olympic StoryA Word About Business ValuesCreating a Win–Win ScenarioGreen Light AheadWhat Could Go Wrong?Building Your Business Model➡ View From the Trenches: Artistia—Connecting Customers With ArtisansIn Their Shoes➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ AHAs: Lessons and TakeawaysToolkitWorksheet 7.1: Getting Partnerships RightWorksheet 7.2: Partner/Alliance Analysis and StrategyWorksheet 7.3: Individual Partnership AssessmentWorksheet 7.4: Partnership Checklist
- Chapter 8 • Creating Sales Processes and SystemsSales Is All About Building RelationshipsSales and Marketing Data FlowDifferent WorldviewsSales and Marketing CollaborationSales and Marketing Collaboration Model➡ ACTION CREATES TRIUMPHS (ACT): Sales and Marketing Collaboration ModelB2B or B2C or Some Combination of the Two?➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial JourneyDesigning Sales Processes and Systems➡ ACTION CREATES TRIUMPHS (ACT): Sales GoalsSales Analysis and ProjectionsProspect/Sales CycleCustomer Revenue and Profit AnalysisMarketing TacticsData Capture PlanManaging Customer RelationshipsKnowledge Is PowerManaging Your Team’s Sales CycleChewie’s Colossal Cookie Company: Letting the Data Inform Your Next StepsBuilding Your Business Model➡ VIEW FROM THE TRENCHES: DetraPel—Repelling Stains One Customer at a TimeIn Their Shoes: Achieving DetraPel’s Sales Goals➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial JourneyIn Their Shoes: Creating a Customer Sales Database➡ AHAs: Lessons and TakeawaysToolkitWorksheet 8.1: Sales ConversionWorksheet 8.2: Sales Time AnalysisWorksheet 8.3: Sales Prospect CalculatorWorksheet 8.4: Sales Analysis ProjectionWorksheet 8.5: Customer Profit and Time AnalysisWorksheet 8.6: Data Capture Plan/Dashboard
- Chapter 9 • Solution SellingSales Is About ListeningSales for Those Who Hate SellingReady to Start Selling?Communication and Listening SkillsAnalytical SkillsOrganizational SkillsTime Management and DisciplineKeen Interest in LearningPassionDo Your HomeworkFive Stages of the Sales ProcessStage One: PreparationStage Two: The IntroductionStage Three: Preparing for the In-Person AppointmentStage Four: The MeetingStage Five: Follow-Up and Servicing the Account’s NeedsDealing With ObjectionsSales Tips for Building RelationshipsContact TimesHot ButtonsOpen Versus Close-Ended Questioning Techniques➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial JourneyWaku Sales Process and Product PitchIn Their ShoesAUTHOR’S NOTE: Trust and Building Relationships As Seen Through the Eyes of a Car BuyerBuilding Your Business ModelNetworking to Jump-Start and Grow Your BusinessIt’s Not About Making FriendsEXPERT INSIGHT: Paul Horn: Golden Rules of NetworkingRule # 1: Networking Is Reciprocal.Rule # 2: Opportunities Are UnlimitedConferences as a Great Opportunity to Build Your Networking SkillsHolding Your Own Seminars and WebinarsStill Not Convinced➡ AHAs: Lessons and TakeawaysToolkitWorksheet 9.1: Sales Stages ChecklistWorksheet 9.2: Selling to Difficult Customers
- Chapter 10 • Doing Well While Doing GoodAligning Your Messaging to Underscore Your Social ValueAre You a Social Entrepreneur?Warby ParkerRevolutionizing an IndustryEditing Others Into the Conversation About Your MissionThe Ad Council: Inspiring Change, Improving LivesFive Fundamentals for Making Social Impact on YouTubeCorporate Social ResponsibilityTaking the Next Step in Corporate Social ResponsibilityThink Like a Donor➡ ACTION CREATES TRIUMPHS (ACT): Finding Passion Around a MissionPassionate Entrepreneurs Can Make a Difference➡ VIEW FROM THE TRENCHES: Kees Chic—Saving the Planet . . . One Plastic Bag at a TimeIn Their Shoes➡ VIEW FROM THE TRENCHES: Artyfactos—Helping Women—One Orange Peel at a TimeEarthy Yet InnovativeUnderstanding Your Customer BaseIn Their Shoes➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial Journey➡ ACTION CREATES TRIUMPHS (ACT): Mission-Focused Brands➡ AHAs: Lessons and Takeaways
- Chapter 11 • Deploying Omnichannel Marketing to Create Customer EngagementLet the Games Begin—Time to Focus on Your Marketing Campaign DesignGetting Your Customers Engaged Through an Omnichannel Marketing ApproachThink Like Starbucks➡ ACTION CREATES TRIUMPHS (ACT): Creating Seamless ExperiencesCreating Brand Engagement and BuzzDisruptive Brand Marketing CampaignsCeding Control of Your BrandReturn to Your Research Findings to Get Customer Touch Points Right➡ VIEW FROM THE TRENCHES: Clothing Consignment: Research First—Channels SecondOmnichannel: Combining the Best of Old School Marketing With New School ChannelsLet’s Talk SocialContent Is KingPublic Relations and Creating Thought Leaders and InfluencersEXPERT INSIGHT: Becoming a Thought Leader and Influencer—Lisa MurrayFind a VoiceCourse Correct (if needed)What if You’re Not an ExpertCreating and Delivering ContentBlogsWebinarsPodcastsVideosExploring Top Social ToolsYouTubeFacebookInstagramPinterestSnapchat as a Marketing ToolEmail MarketingEmail Marketing Tips to Get You FocusedTools, Tips, and Training Resources➡ ACTION CREATES TRIUMPHS (ACT): Social Media Critique and Campaign DevelopmentPart One: Social Media CritiquePart Two: Social Media CampaignInformation to Include in Your Social Marketing Campaign Presentation➡ AHAs: Lessons and Takeaways
- Chapter 12 • Leveraging Old School Marketing TacticsOld School Never Goes Out of StyleOld School Methods of Reaching Your CustomersBrochuresDirect MailGet Them to ActTraditional AdvertisingThe Power of Networking: Making the RIGHT Connections at the RIGHT EventsWhere Else Can You Meet the RIGHT People?Developing Your Network: You Can’t Succeed Alone➡ ACTION CREATES TRIUMPHS (ACT): Create a Networking Plan➡ VIEW FROM THE TRENCHES: Stallion DeliveriesMother’s Day CampaignSend a Smile: Eid (Celebration) Day CampaignIn Their Shoes➡ FOCUS ON APPLICATION: WAKU The Entrepreneurial JourneyYour Marketing Campaign RolloutChannels and Tools➡ AHAs: Lessons and TakeawaysToolkitWorksheet 12.1: Marketing Channel Projections and AnalysisWorksheet 12.2: Omnichannel Marketing CampaignWorksheet 12.3: Marketing Campaign Strategy OutlineWorksheet 12.4: Networking—Making the Right Connections
- Chapter 13 • Using Data and Passion to Move From Idea to MarketUnderstanding the Customer Journey Through the DataChanneling Your Passion to Fuel SuccessWatch the FlamesLearning to Accept Failure➡ ACTION CREATES TRIUMPHS (ACT): Test Your Readiness to Commit to Your VentureScorecard InstructionsCut Once, Measure TwiceJust the Facts: Getting the Right Data and Getting the Data RightWhere to Begin Your AnalysisMeasuring Your Input and OutcomesSales Analysis and ProjectionsProspect and Customer Sales CyclesEmployee AnalysisCustomer Revenue and Profit AnalysisProduct/Service AnalysisMarketing TacticsCustomer Lifetime ValueSelecting the Right Customer MixYour Data Capture PlanReady, Set, Launch: Your Marketing Road mapNavigating Your Path to SuccessA Journey of ExplorationOh! The Places You’ll GoOh! The Places You’ll Go!ToolkitWorksheet 13.1: Data Capture PlanWorksheet 13.2: Measuring Your Input and OutcomeWorksheet 13.3: Customer Lifetime ValueReferencesIndex
.svg)