This learner resource, "BSBESB404 - Market new business ventures," is a training manual outlining the process of marketing a new business. It covers four key stages: developing a marketing strategy, establishing a marketing mix, implementing the strategy, and evaluating performance. The manual provides guidance on identifying target markets, competitors, and ethical considerations, as well as selecting appropriate marketing and promotional activities. Throughout, it uses case studies and activities to illustrate key concepts and practical applications. Finally, it includes a comprehensive list of references.