Entrepreneurship Marketing: Principles and Practice of SME Marketing
- ISBN-10
- 1136879064
- ISBN-13
- 9781136879067
- Series
- Entrepreneurship Marketing
- Category
- Business & Economics
- Pages
- 970
- Language
- English
- Published
- 2010-12-02
- Publisher
- Routledge
- Authors
- Ayantunji Gbadamosi, Sonny Nwankwo
Description
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
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Other editions
-
- 2020-02-26
- 458 pages
- Paperback
- Routledge
-
- 2020-02-26
- 458 pages
- Ebook
- Routledge
-
- 2010-12-02
- 480 pages
- Paperback
- Routledge
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