Entrepreneurial Marketing

Sustaining Growth in All Organisations
2. Auflage 2017
ISBN: 978-1-137-50090-8
Verlag: Bloomsbury Publishing PLC

Buch, Englisch, 400 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 610 g

Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment.
Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy.

Autoren/Hrsg.

Chaston, Ian

Inhaltsverzeichnis

1. Entrepreneurship and Market Conventions.- 2. Understanding the Conventional Competitor.- 3. Planning and Visioning.- 4. Entrepreneurial Marketing Strategy.- 5. Identifying Entrepreneurial Opportunities.- 6. Entrepreneurial Competence.- 7. Innovation.- 8. Technology .- 9. Entrepreneurial Promotion.- 10. Online Promotion.- 11. Social Media.- 12. Blogs, Tweets and Apps.- 13. Entrepreneurial Pricing and Distribution.- 14. Entrepreneurial Service Marketing.- 15. B2B Marketing.- 16. Small Firm Entrepreneurship.- 17. Public Sector.

Über Autor(innen)

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.