Alan S. Gutterman

Marketing for Sustainable Entrepreneurs (eBook, ePUB)

• Format: ePub

Produktbeschreibung

This book discusses marketing and public relations activities for sustainable entrepreneurs and emerging growth companies, an area that is concerned with supporting the efforts of the sales group to promote the company's products to prospective customers, collecting and analyzing information regarding the requirements of customers and their perceptions of the company and its products, identifying ways in which the company and its products can deliver value to customers and managing the planned communications by the company to each of its stakeholders. Regarding sales support, the marketing group has traditionally been involved in core activities such as advertising, promotions, collateral development, data collection and analysis and training. However, successful emerging companies understand that marketing departments must be empowered to think and act strategically and participate in fundamental decisions regarding product development, identification of target markets and management of customer relationships.

The book begins with an overview of the typical activities in the marketing area, including basic marketing tactics; and includes an overview of relevant legal issues, including the "truth-in-advertising" rules enforced by the Federal Trade Commission and its rules and regulations pertaining to advertising practices, state and local advertising statutes and regulations, and private advertising and marketing guidelines. The book then discusses various issues relating to strategic planning for marketing activities, including methods for organizing and managing a company's marketing activities and resources. The book continues with an overview of the issues that should be considered when planning internal marketing initiatives, including the development and implementation of a product marketing plan. The book also covers management of arrangements with outside providers of marketing-related services, including public relations firms and advertising agencies, marketing of sustainable products and services, and online marketing activities.

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Produktdetails

• Verlag: Sustainable Entrepreneurship Project
• Erscheinungstermin: 8. Oktober 2023
• Englisch
• ISBN-13: 9798223347903
• Artikelnr.: 69116505

Autorenporträt

This book was written by Alan S. Gutterman, whose prolific output of practical guidance and tools for legal and financial professionals, managers, entrepreneurs, and investors has made him one of the best-selling individual authors in the global legal publishing marketplace. Alan has authored or edited over 300 book-length works on entrepreneurship, business law and transactions, sustainability, impact investment, business and human rights and corporate social responsibility, civil and human rights of older persons, and international business for several publishers including Thomson Reuters, Practical Law, Kluwer, Aspatore, Oxford, Quorum, ABA Press, Aspen, Sweet & Maxwell, Euromoney, Business Expert Press, Harvard Business Publishing, CCH, and BNA. His cornerstone work, Business Transactions Solution, is an online-only product available and featured on Thomson Reuters' Westlaw, the world's largest legal content platform, which covers the entire lifecycle of a business. Alan has extensive experience as a partner and senior counsel with internationally recognized law firms counseling small and large business enterprises, and has also held senior management positions with several technology-based businesses including service as the chief legal officer of a leading international distributor of IT products headquartered in Silicon Valley and as the chief operating officer of an emerging broadband media company. He has been an adjunct faculty member at several colleges and universities, and he has also launched and oversees projects relating to promoting the civil and human rights of older persons and a human rights-based approach to entrepreneurship. He received his A.B., M.B.A., and J.D. from the University of California at Berkeley, a D.B.A. from Golden Gate University, and a Ph.D. from the University of Cambridge, and he is also a Credentialed Professional Gerontologist (CPG). For more information about Alan and his activities, please contact him directly at [e-mail], follow him on LinkedIn (https://www.linkedin.com/in/alangutterman/), and visit his personal website at www.alangutterman.com to view a comprehensive listing of his works and subscribe to receive updates. Many of Alan's research papers and other publications are also available through SSRN and Google Scholar.