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Author:   Beth L. Goldstein
Publisher:   SAGE Publications Inc
Imprint:   SAGE Publications Inc
Weight:   0.620kg
ISBN:  

9781544320434

ISBN 10:   1544320434
Pages:   376
Publication Date:   01 May 2020
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Preface Acknowledgments About the Author CHAPTER 1 • Marketing Using an Entrepreneurial Lens An Entrepreneurial Approach to Marketing New Tools—Same Old Rules Designing a Business Model That Creates Value Reality Check—The Truth About Business Success and Failure The Importance of Setting S.M.A.R.T. Goals Toolkit CHAPTER 2 • Understanding Your Ecosystem Introduction to Market Research Defining and Understanding the Ecosystem You Operate Within Primary Versus Secondary Data Sources Understanding Evolving Market Trends Defining Your Market Building Your Business Model Sources of Data and Trends Tools for Understanding Trends The Value of Industry Association Data Market Size Your Business Relative to Others in the Industry: SWOT Analysis PESTLE Analysis Positioning Map Toolkit CHAPTER 3 • Identifying Your Customers’ Journey The Journey of Customer Discovery Turn Data Into Knowledge The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You Ask the Right Questions Methods of Discovering Customer Needs Ethical Issues in Customer Research Getting to Know Your Customers Value Proposition Canvas Select Your Questions Wisely Four Methods of Customer Discovery Research Toolkit CHAPTER 4 • Listening to the Voice of the Customer How Do You Hear the Voice of Your Customer? Prototypes to Help Identify Profiles Prototyping the Google Way Beyond Physical Products: Prototyping Services and Apps Going From Prototype to MVP B2B Versus B2C Profiling Toolkit CHAPTER 5 • Managing Competition and Inertia Competitors Don’t Always Look Like You Clearly Defining Competition How Substitute Products Impact Revenue Potential The Right Perspective Sources of Competitive Data The Myth of First Mover Advantage Second Mover Advantage What Is Inertia? Leapfrog Your Competition Building Your Business Model Toolkit CHAPTER 6 • Creating Brand Engagement Building a Strong Brand Don’t Let Your Brand Be a Lizard Consistently Communicate Your Brand Position Why Do People Buy a Brand? You Don’t Control Your Brand Reputation Master Your Brand Delivery Skills What Are the Lessons Learned? Toolkit CHAPTER 7 • Designing Marketing Partnerships That Empower Growth Finding Partners That Fit The Right Partnership Using Your SWOT and PESTLE Analyses to Identify the Right Partner Marketing Alliance Benefits Risk–Reward Balance A Word About Business Values Creating a Win–Win Scenario Green Light Ahead What Could Go Wrong? Building Your Business Model Toolkit CHAPTER 8 • Creating Sales Processes and Systems Sales Is All About Building Relationships Sales and Marketing Data Flow Different Worldviews Sales and Marketing Collaboration Sales and Marketing Collaboration Model B2B or B2C or Some Combination of the Two? Designing Sales Processes and Systems Sales Analysis and Projections Knowledge Is Power Managing Your Team’s Sales Cycle Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps Building Your Business Model Toolkit CHAPTER 9 • Solution Selling Sales Is About Listening Sales for Those Who Hate Selling Ready to Start Selling? Do Your Homework Five Stages of the Sales Process Dealing With Objections Sales Tips for Building Relationships Building Your Business Model Networking to Jump-Start and Grow Your Business It’s Not About Making Friends Conferences as a Great Opportunity to Build Your Networking Skills Holding Your Own Seminars and Webinars Still Not Convinced Toolkit CHAPTER 10 • Doing Well While Doing Good Aligning Your Messaging to Underscore Your Social Value Are YOU a Social Entrepreneur? Warby Parker Editing Others Into the Conversation About Your Mission The Ad Council: Inspiring Change, Improving Lives Five Fundamentals for Making Social Impact on YouTube Corporate Social Responsibility Taking the Next Step in Corporate Social Responsibility Think Like a Donor Passionate Entrepreneurs Can Make a Difference CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement Let the Games Begin—Time to Focus on Your Marketing Campaign Design Getting Your Customers Engaged Through an Omnichannel Marketing Approach Think Like Starbucks Creating Brand Engagement and Buzz Disruptive Brand Marketing Campaigns Ceding Control of Your Brand Return to Your Research Findings to Get Customer Touch Points Right Omnichannel: Combining the Best of Old School Marketing With New School Channels Let’s Talk Social Content Is King Public Relations and Creating Thought Leaders and Influencers What if You’re Not an Expert Creating and Delivering Content Exploring Top Social Tools Snapchat as a Marketing Tool Email Marketing Tools, Tips, and Training Resources CHAPTER 12 • Leveraging Old School Marketing Tactics Old School Never Goes Out of Style Old School Methods of Reaching Your Customers The Power of Networking: Making the RIGHT Connections at the RIGHT Events Where Else Can You Meet the RIGHT People? Developing Your Network: You Can’t Succeed Alone Your Marketing Campaign Rollout Toolkit CHAPTER 13 • Using Data and Passion to Move From Idea to Market Understanding the Customer Journey Through the Data Channeling Your Passion to Fuel Success Watch the Flames Learning to Accept Failure Cut Once, Measure Twice Just the Facts: Getting the Right Data and Getting the Data Right Where to Begin Your Analysis Customer Lifetime Value Selecting the Right Customer Mix Your Data Capture Plan Ready, Set, Launch: Your Marketing Road map Navigating Your Path to Success A Journey of Exploration Toolkit References Index

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Author Information

Beth Goldstein has spent the last 30+ years helping entrepreneurs, executives, small business owners, educators, and students around the globe launch and grow their businesses and organizations. She founded her consulting firm, Marketing Edge Consulting Group, in 1999 and established the company′s training division, Edge Institute (www.edge-institute.com), in 2013 with a focus on helping entrepreneurs better understand how their key stakeholders and customers think, what they value, and what influences their purchasing decisions. She then works with them how to apply this knowledge to create targeted business growth programs that drive revenue growth while increasing profitability and customer loyalty.   Beth is currently pursuing her Doctorate in Education from Johns Hopkins University with a focus on understanding how entrepreneurship education can activate entrepreneurial self-efficacy in students and executives in global and emerging markets. She teaches entrepreneurship and marketing courses at Babson College and at the Isenberg School of Management at UMass, Amherst. She is also a Visiting Professor at Tecnológico de Monterrey in Mexico. Beth serves as business advisor in Babson’s Summer Venture Program and taught marketing and consulting courses at Brandeis University. Beth spent 13 years at the Boston University Questrom School of Business, where she ran their New Venture Competition for ten years and served as the Faculty Director for the university’s top ranked Online Graduate Certificate in Entrepreneurship Program from 2005 to 2014.   Beth’s first book, The Ultimate Small Business Marketing Toolkit (McGraw-Hill) has been used in 30+ cities around the U.S. to teach business owners the critical skills they need to accelerate growth. In her second book, Lucky By Design, Beth examined the fallacies and dangers of underestimating your own ability to control the destiny of your company and create powerful business opportunities. The book is being published in Chinese by Peking University Press. Beth’s marketing advice was also featured in the McGraw-Hill Small Business Resource Guide for QuickBooks Users (2009) distributed to over 100,000 QuickBooks users.   Beth conducts business growth workshops throughout the US for organizations ranging from publicly funded groups like the MA Supplier Diversity Office to Fortune 500 companies like Fidelity Investments and Carrier Corporation. She served as the Lead Instructor for Interise’s nationwide training program, run in conjunction with the US SBA: Small Business Association′s Emerging Leaders (e200) Initiative, providing training to hundreds of business owners throughout the U.S.   She was also the Managing Director for the BU Urban Business Accelerator Program, an educational program that brought students to economically disadvantaged neighborhoods in Boston with the goal of improving financial capacity & business.   Beth specializes in custom-designing classroom and online business growth training programs ranging from 1/2-day workshops to intensive 9-month programs for companies as well as government agencies and organizations. She was on a 3-person MBA design team that created an innovative MBA program for the Mohammad Bin Salman College of Business and Entrepreneurship, Saudi Arabia. She also led the design teams for the Masters in Entrepreneurial Leadership and the 4-year undergraduate marketing degree. Beth has taught in the U.S. and abroad including: China, Egypt, Germany, Indonesia, Kuwait, Lebanon, Mexico, Nigeria, Oman, Saudi Arabia, Thailand and the United Kingdom. Beth holds an MBA from Boston University and a BA in economics and sociology from Brandeis University.

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