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Technology Entrepreneurship by Michael A. Lechter, Robert A. Hisrich, Thomas N. Duening

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Chapter 11. Going to Market and the Marketing Plan
After reading this chapter, students should be able to:
▪ Appreciate the need for developing a strong go-to-market strategy
▪ Identify the best market segment to enter
▪ Recognize different aspects of a marketing plan
▪ Understand all aspects of the marketing mix—product, price, distribution (channel and physical), and promotion
Tech Venture Insight

Great Products Also Need Great Marketing to Be Successful

Born in New York City, but raised by his aunt and uncle in Chicago, Larry Ellison first encountered computer programming at age 20 and loved it. He decided to pursue his passion and enrolled at the University of Chicago. After only one term, though, he found the college environment much too rigid and ...

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