Entrepreneurial Marketing: Successfully Challenging Market Convention (Macmillan Business)
Worth buying if: You run or plan to start a small business and want marketing methods tailored to limited resources.
Skip it if: You need enterprise-level playbooks for massive budgets, channels, or complex global rollouts.
Exact edition: Edition shown · ISBN-13 9780333792995. The Amazon link uses this ISBN, so the product page should open to the edition shown here.
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Summary
Ian Chaston maps a hands-on approach to marketing for entrepreneurs, focusing on resourceful positioning, customer-led value, and tactical experimentation rather than big-budget campaigns; case studies and checklists make concepts actionable across sectors.
Why this book now
As competition fragments and budgets stay tight, founders need pragmatic, tested tactics that prioritize agility, focus, and customer insight over trendy tools.
30-second preview
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Best for readers who...
Good fit if you want...
- You run or plan to start a small business and want marketing methods tailored to limited resources.
- You prefer learning from practical case studies and step-by-step frameworks rather than high-level theory.
- You need enterprise-level playbooks for massive budgets, channels, or complex global rollouts.
- You expect only cutting-edge platform tactics rather than classic, adaptable marketing principles.
- You need the newest edition, freshest examples, or the most current framing.
Decided it fits?
Exact edition: Edition shown · ISBN-13 9780333792995
Worth buying if: You run or plan to start a small business and want marketing methods tailored to limited resources.
Skip it if: You need enterprise-level playbooks for massive budgets, channels, or complex global rollouts.
Check Amazon for the current price and availability of this exact edition.
Reader guide
Cues to help you decide faster.
Reading commitment
Light Short sit-downs
At 272 pages, the book is breezy for practitioners — skim a chapter in one sitting and extract checklists and experiments you can apply that week.
What stands out here
This 2000 Macmillan edition emphasizes timeless entrepreneurial marketing lessons and real company examples; treat dated specifics as prompts to adapt ideas to today’s channels.
Best way to approach it
Read with a notebook: extract the tactical moves, annotate case studies you recognize, and turn one chapter’s checklist into a trial campaign the following week.
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Exact edition: ISBN-13 9780333792995
Check Amazon for the current price and availability of this exact edition.