Screening For Successful Low‐Budget Marketing Strategies For New Ventures
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 1 October 2002
Abstract
Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating whether a proposed low‐budget marketing strategy for a new venture shows promise of being successful. The procedure consists of four sets of screening conditions. A well‐designed marketing strategy should have a reasonably good chance of being successful if it (1) will tightly integrate the product/service and price offerings, the intended distribution method, and the intended promotion plan with the new venture’s designated target market, (2) will encounter no serious marketing strategy execution difficulties which cannot be resolved, (3) uses marketing concepts which can be executed with a small marketing budget, and (4) displays three characteristics believed to be strongly associated with marketing strategies that are successful over the long term.
Keywords
Citation
Stasch, S.F. (2002), "Screening For Successful Low‐Budget Marketing Strategies For New Ventures", Journal of Research in Marketing and Entrepreneurship, Vol. 4 No. 3, pp. 229-267. https://doi.org/10.1108/14715200280001473
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited