Marketing for Entrepreneurs Textbook

The textbook titled "Marketing for Entrepreneurs" can be downloaded in PDF format for a fee of only $20.00 which can be paid through PayPal with a credit card or PayPal account. 

This textbook was created by Bob Caspe for the graduate course called "Marketing for Entrepreneurs" that he teaches at Babson College as part of their MBA program in Entrepreneurship.  The course and textbook are designed to help an entrepreneur understand how to build an effective marketing campaign for a small company.  Many other small company issues are discussed ranging from leadership to raising money.  The book is based upon real world experiences and practical advice. 

"Marketing for Entrepreneurs" has been acclaimed by both MBA and undergraduate students as the definitive text on small company development. 

"Bob's experience in starting three high technology companies is demonstrated through countless practical ideas about how to get started and how to create and manage marketing campaigns.  If you manage or are thinking about starting a small company, this book is a "must-read."

Table of Contents

Chapter 1 - Course Introduction
Some Specific Notes about this Course
Associated Prerequisite Readings
Acknowledgements
About the Author
Chapter 2 - Innovation
Product Centric
Product Development
Customer Centric
Distribution Centric
Product Research
Is Innovation Required?
Chapter 3 - Value Proposition
Business to Business Value Propositions
Consumer Value Propositions
Competition
Chapter 4 - Category
B2B Categories
New Category
New Category, New Channel and New Use
Pre-existing Categories
Copy Your Competition
What happens when you get it wrong
Chapter 5 - Customer Identification
Secondary Research
Primary Research
Consumer Database Analysis
Chapter 6 - Channel Identification
Chapter 7 - OEM Relationships
Chapter 8 - Selling
Sales Preparation
A Typical Sales Presentation
The Sales Call
Public Speaking Tips
Transaction Selling
Anticipating Your Customer’s Issues
When Something Works
Corporate Size Doesn’t Matter
Sales Team Compensation Plans
Starting with a Willing Buyer
Channel Sell-Through
Selling Cost
Chapter 9 - MARCOM
Creative
Web
Advertising
Literature
Public Relations
Trade Shows
Product Launch
International Marketing and Sales
Lead Generation
Pricing
Chapter 10 - Retail Distribution
Buyers, Reps and Distributors
Buyer Trade Shows
Retailer’s Vendor Requirements
Retail Packaging and Pricing
Package Design
Brand-Manufacturers and Contract-Manufacturers
Brick & Mortar Retail Trends
Wal-Mart and Coke
Seasonal and Time Related Issues
If you’re the Retailer – Improving Sales
Chapter 11 - Web Businesses
Chapter 12 - Direct Marketing
The Direct Marketing Model
Dissecting the Direct Marketing Process
Lead Generation
Mixing Direct with Retail Distribution
Other Media Types
Financing Media Campaigns
Consumer Databases
Summary of Vendors
The future of Direct Marketing
Voice synthesis and recognition
Personal buying statistics
Broadcast to one
The shopping experience
Consumer Multi-Tier Marketing or Direct Selling
B2B Direct Marketing
Chapter 13 - Financing Your Business
Determining how much you need
Building Your Pro-forma financials
Determining where to get it
Equity Instruments
Common Stock
Preferred Stock
Convertible Debt
Stock Options
Alternative sources of cash
The Food Chain
Channel Partners
Customer Financing
Venture Capital
Types of Venture Firms
The Venture Presentation
Get the Money
Got the Money
Spent the Money
The Power of Positive Cash Flow
Mortgaging Your House
Chapter 14 - Leadership Skills
Building Your Team
Managing Your Employees
Stock Options
Self Deception
Focus
Leverage
Conclusion
Attachment A – Sample Nondisclosure Agreement (NDA)
Attachment B – Starting a Limited Liability Corp. (LLC) in MA
Attachment C – Liberty Medical Supply Case Information
Attachment D – Pixifun Case Information
Attachment E – Direct Marketing Glossary
Attachment F – Internet Address Links
Index