Includes bibliographical reference and index

Chapter 1 : Marketing using an entrepreneurial lens -- Chapter 2 : Understanding your ecosystem -- Chapter 3 : Identifying your customer's journey -- Chapter 4 : Listening to the voice of the customer -- Chapter 5 : Managing competition and inertia -- Chapter 6 : Creating brand engagement -- Chapter 7 Designing marketing partnerships that empower growth -- Chapter 8 : Creating sales processes and systems -- Chapter 9 : Solution selling -- Chapter 10 : Doing well while doing god -- Chapter 11 : Deploying omnichannel marketing to create customer engagement -- Chapter 12 : Leveraging old school marketing tactics -- Chapter 13 : Using data and passion to move from idea to market.

The landscape for marketing has changed dramatically over the past decade, and social media has become a strong force impacting business decisions related to customer knowledge and acquisition. However, many students arrive on campus with an understanding of social media from the consumer perspective and don't realize that, as a business owner, the use of social media is quite different and is not always the best nor only tool to engage customers and grow an organizations.