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Preface | ||
Acknowledgments | ||
Ch. 1 | Positioning, Targeting, and Segmentation | 1 |
Ch. 2 | Selecting, Developing, and Evaluating New Products and Services | 17 |
Ch. 3 | Entrepreneurial Pricing Decisions | 41 |
Ch. 4 | Public Relations and Publicity | 65 |
Ch. 5 | Entrepreneurial Distribution Channel Decisions | 79 |
Ch. 6 | Product/Service Rollout | 123 |
Ch. 7 | Entrepreneurial Sales Management | 133 |
Ch. 8 | Promotion and Viral Marketing | 163 |
Ch. 9 | Entrepreneurial Advertising Decisions | 175 |
Ch. 10 | Hiring Is a Marketing Problem | 203 |
Ch. 11 | Marketing and Raising Capital | 211 |
Ch. 12 | Building Strong Brands and Strong Entrepreneurial Companies | 223 |
Ch. 13 | Summary and Conclusions | 237 |
App. A | A Segmentation Audit | 245 |
App. B: Summary of Survey and Findings | 249 | |
Notes | 261 | |
Index | 265 |
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