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Chapter 1 - Defining Marketing for the 21st Century
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Chapter 2 - Developing Marketing Strategies and Plans
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Chapter 11 - Designing and Managing Services
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Chapter 3 - Understanding Markets, Market Demand, And the Marketing Environment
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Chapter 7 - Identifying Market Segments and Targets
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Chapter 9 - Crafting the Brand Positioning
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Chapter 10 - Setting Product Strategy and Marketing Through the Life Cycle
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Chapter 5 - Analyzing Consumer Markets
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Chapter 14 - Strategies For Growth And Managing The Implications Of Growth
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Chapter 12 - Informal Risk Capital And Venture Capital
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Chapter 15 - Accessing Resources For Growth From External Sources
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Chapter 17 - Ending The Venture
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Chapter 13 - Entrepreneurial Strategy: Generating and Exploiting New Entries
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Chapter 4 - International Entrepreneurship Opportunities
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Chapter 11 - Sources of Capital
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Chapter 7 - The Business Plan: Creating And Starting The Venture
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Chapter 9 - The Organizational Plan
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Chapter 6 - Legal Issues For The Entrepreneur
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Chapter 3 - The Individual Entrepreneur
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Chapter 2 - The Entrepreneurial and Intrapreneurial Mind
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