Entrepreneurial Marketing: Competing by Challenging Conventions
- ISBN-10
- 0333792998
- ISBN-13
- 9780333792995
- Series
- Entrepreneurial Marketing
- Category
- Business & Economics
- Pages
- 255
- Language
- English
- Published
- 2000
- Publisher
- Macmillan Pub Limited
- Author
- Ian Chaston
Description
by foIt 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 organization c using on the concept of entrepreneurial marketing, across all aspects of the marketing process. The book 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.
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Other editions
-
- 2023-03-08
- 297 pages
- Ebook
- John Wiley & Sons
-
- 2020-04-24
- 224 pages
- Paperback
- Edward Elgar Publishing
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