Marketing for the entrepreneur: Customer focus to multiple constituencies

Abstract

Success in today's increasingly competitive environment requires entrepreneurial companies to be highly sophisticated in the use of modern marketing techniques. State-of-the-art marketing ideas such as ‘customer-driven,’ ‘competitive advantage,’ ‘strategic positioning,’ and ‘integrated marketing communications’ have become more than simply a part of the lexicon of the modern market-driven firm — they are being employed to sustain the lifeblood of the successful entrepreneurial firm. A splendid reputation for products and services alone is no longer sufficient in today's marketplace. This chapter presents the rationale and tools to develop a positioning strategy, as well as suggests how the strategy might be communicated to each key constituency.

Citation

Goodstein, R.C. (2000), "Marketing for the entrepreneur: Customer focus to multiple constituencies", Libecap, G.D. (Ed.) Entrepreneurship and economic growth in the American economy (Advances in the Study of Entrepreneurship, Innovation and Economic Growth, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 193-208. https://doi.org/10.1016/S1048-4736(00)12007-7