Entrepreneurial Marketing: Creating a Customer Base

If you have an idea you’d like to realize or want to create a fan base for your business venture, then this book is written just for you. The steps, which I discuss in this book, will guide you in finding your voice in the marketplace. It was Peter Drucker who said, “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” This book demonstrates how students can operationalize on this quote. I have outlined four steps to creating a customer base, constituting what I call the 4 E's of Entrepreneurial Marketing; namely: (1) idea Exploration, (2) idea Examination, (3) opportunity Exploitation, and (4) opportunity Expansion. Without beating about the bush, let's jump right into the first step of creating a customer base.

J. K. Osiri, Ph.D.