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It is increasingly apparent that most firms succeed because they are willing to break the rules and act entrepreneurially. The purpose of this text is to examine how this simple trading principle can be applied by any individual in any private or public sector organisation by focusing on the concept of entrepreneurial marketing, across all aspects of the marketing process.
Entrepreneurial Marketing begins by defining the' rules' of marketing as a basis for the entrepreneur to understand what 'rules' need breaking. Subsequent chapters cover the marketing mix, innovation management, and compare large versus small firms. All issues are illustrated with extensive real-world examples throughout. Entrepreneurial Marketing is ideal reading for students and professionals who want an exciting, relevant and innovative approach to, and perspective of, management and marketing.
- Sales Rank: #8626142 in Books
- Published on: 2015-12-04
- Released on: 2015-12-04
- Original language: English
- Number of items: 1
- Dimensions: 9.23" h x .81" w x 6.22" l, 1.00 pounds
- Binding: Paperback
- 400 pages
Review
'I am seriously impressed - a marketing textbook with an entrepreneurship focus that is student friendly, clear and concise. I would recommend it for anyone interested in the marketing of small and medium enterprises as well as other entrepreneurial organisations.' - Caleb Kwong, Essex Business School, UK 'Chaston's entrepreneurial marketing approach provides marketers with clear tools and techniques to identify and exploit entrepreneurial opportunities. This is a unique mix of marketing with entrepreneurship which will be invaluable for students and practitioner alike.' - Mike Saren, University of Leicester, UK
About the Author
Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.
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