Entrepreneurial Marketing

Sustaining Growth in All Organisations

Business & Finance, Career Planning & Job Hunting, Small Business, Marketing & Sales
Cover of the book Entrepreneurial Marketing by Dr Ian Chaston, Palgrave Macmillan
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Author: Dr Ian Chaston ISBN: 9781137500946
Publisher: Palgrave Macmillan Publication: November 20, 2015
Imprint: Palgrave Macmillan Language: English
Author: Dr Ian Chaston
ISBN: 9781137500946
Publisher: Palgrave Macmillan
Publication: November 20, 2015
Imprint: Palgrave Macmillan
Language: English

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.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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