Marketing in the Start-Up

Startup firms struggle with a 'liability of newness' and a 'liability of smallness.' Therefore, these firms must create maximum impact in the marketplace with the limited resources at their disposal. Marketing in the Start-Up focuses on ways in which an entrepreneur can exploit personal networks, competitive differences, innovation, rapid deployment, and exemplary customer service to differentiate themselves in their markets. An emphasis is placed on the leader's need to move quickly, learn quickly, pivot, and maximize resources all while stewarding investments, communicating with investors, and developing a group of advisors to provide Godly counsel.