Entrepreneurship & Marketing

Simply put, an entrepreneur solves problems. Entrepreneurs recognize an unmet need, discover a method to profitably meet that need, and organize people and other scarce resources to deliver a better product or service for the customer. Entrepreneurs identify areas where customers are being underserved, and they work to create a far better reality than the status quo. In turn, entrepreneurs create new products or businesses, all while assuming the risks of building something from the ground up. Those risks increased with the length of the voyage, but so did the rewards. Marketing, meanwhile, is the study of identifying customers, creating such services based on their needs and wants, and then informing customers of such a product or service. Entrepreneurship & Marketing provides a survey of entrepreneurship, personal finance, and marketing to encourage a sense personal responsibility, cultivate a strong work ethic, and help students develop the set of entrepreneurial skills and habits to aid them in college and the workplace. Readings in this textbook were written by Robert Luddy, Paul Cwik, Hunter Hastings, Keller Moore, and Winston Brady.