Description
Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program. Emphasizing the role of entrepreneurial marketing in the value-creation process, Entrepreneurial Marketing helps students learn how to view the customer engagement experience through the eyes of their target market to effectively build a sustainable brand. Packed with practical tools, examples, and worksheets, the text allows students to immediately apply what they learn to their new venture idea.
About the Author
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 Tecnologico 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.
Book Information
ISBN 9781544320434
Author Beth L. Goldstein
Format Paperback
Page Count 376
Imprint SAGE Publications Inc
Publisher SAGE Publications Inc
Weight(grams) 620g
About the Author
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 Tecnologico 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.
Book Information
ISBN 9781544320434
Author Beth L. Goldstein
Format Paperback
Page Count 376
Imprint SAGE Publications Inc
Publisher SAGE Publications Inc
Weight(grams) 620g
