Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era
- ISBN-10
- 1840649127
- ISBN-13
- 9781840649123
- Series
- Entrepreneurial Marketing
- Category
- Entrepreneurship
- Language
- English
- Published
- 2002
- Publisher
- Edward Elgar Publishing
- Authors
- Bjorn Bjerke, Claes Hultman
Description
Defining marketing and entrepreneurship as fundamental orientations for firms to conduct business, Bjerke (entrepreneurship and small business, Stockholm U., Sweden) and Hultman (marketing, Orebro U., Sweden) argue that a strong relationship to business performance can be found in a combination of the two orientations. They further contend that small business growth requires a qualitatively different approach to marketing (rather than a simpler one) than that of large firms. They explore these differences, focusing on issues such as entrepreneurial flexibility, rapid response times, customer/market immersion, intense target market focus, and cash-flow sensitivity. Annotation copyrighted by Book News, Inc., Portland, OR
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Other editions
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- 2020-04-24
- 224 pages
- Paperback
- Edward Elgar Publishing
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- 2018-10-26
- - pages
- Ebook
- Edward Elgar Publishing
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- 2004-01-01
- 288 pages
- Ebook
- Edward Elgar Publishing
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