Explores entrepreneurial marketing, pricing strategies, guerrilla marketing, and public relations for innovative start-ups.
Covers the essentials of a Go to Market (GTM) strategy and emphasizes understanding target buyers, product positioning, and effective sales strategies.
Emphasizes the importance of testing the market for new ventures and the alignment between the entrepreneur's and customers' perspectives.
Explores consumer buying process, loyalty, segmentation, targeting, and positioning in marketing, with examples from the U.S. premium wine market.
