Entrepreneurial marketing : a blueprint for customer engagement / Beth Goldstein.

Includes bibliographical references (pages 332-336) and index.

Marketing using an Entrepreneurial lens -- Understanding your ecosystem -- Identifying your customers' journey -- Listening to the voice of the customer -- Managing competition and Inertia -- Creating brand engagement -- Designing marketing partnership that empower growth -- Creating sales processes and systems -- Solution selling -- Doing well while doing good -- Deploying omnichannel marketing to create customer engagement -- Leveraging old school marketing tactics -- Using data and passion to move from idea to market.

"Entrepreneurial Marketing offers cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Key features include: models and frameworks that can be applied to real-world marketing challenges, a unique chapter on Doing Well and Doing Good exploring the nuances of marketing for non-profit organizations and social enterprises, an entire chapter dedicated to Online Marketing Channels so students can avoid common pitfalls of using social media for brand engagement, and more"-- Provided by publisher.