Chapter 6: Markets: Understanding Customers and Competitors

  • Recognise the principal opportunities and challenges faced by entrepreneurs attempting to market a new venture.
  • Identify the main features of entrepreneurial marketing and how it relates to mainstream marketing approaches.
  • Appreciate how entrepreneurial marketing practices can contribute to the task of creating and establishing a new venture.
  • Understand how mainstream marketing approaches might be incorporated for analysis and decision-making in an entrepreneurial setting.
  • Appreciate how marketing practices connect with themes discussed in other chapters, including leadership, teams, networks, operations, and accounts.
  • Apply relevant principles and techniques in order to market your own venture.