The Handbook of Entrepreneurial Marketing: How to Align Marketing and Promotion to New Products and Services

Charlotte Hogg offers a practical and straightforward approach to marketing planning for start-ups and businesses launching new products and services. Traditional marketing frameworks may not offer these new products the best promotional opportunities - The Handbook of Entrepreneurial Marketing looks specifically at the issues and challenges facing new products on launch.

Based on a simple grid formula, this book breaks the process down into 2 phases obtaining a thorough understanding of the industry and performing an in-depth analysis of the target audience. It guides entrepreneurs through the environment that every new product launch must face, allowing them to plot a clear path towards market profile and brand awareness.

Chapters look at specific industries, product features and benefits, money, USPs, purchasing decisions, buyer profiles, market strategy and competition.