Entrepreneurial marketing : competing by challenging convention / Ian Chaston.

By:

Chaston, Ian

Material type:

TextPublication details: Indiana : Ichor Business Books, c2000.Description: vii, 255 p. : ill. b&w ; 24 cmISBN:

1557532168

Subject(s):

DDC classification:

658.8

Contents:

Ch. 1. Entrepreneurship and market conventions -- Ch. 2. Understanding the conventional competitor -- Ch. 3. Mapping the future -- Ch. 4. Entrepreneurial promotion -- Ch. 5. Entrepreneurial pricing and distribution -- Ch. 6. Entrepreneurial new product development -- Ch. 7. Time and process-based entrepreneurship -- Ch. 8. Large-firm entrepreneurship -- Ch. 9. Small-firm entrepreneurship -- Ch. 10. Entrepreneurial service marketing -- Ch. 11. Entrepreneurial public sector service provision -- Ch. 12. Learning, knowledge platforms and networks.

Summary: The success of such individuals as Bill Gates, Richard Branson, Anita Roddick is based upon the simple principle of understanding how other organizations operate in the mark et - and then doing something completely different. This boo k shows how any individual can develop successful business s trategies by defining the conventions that exist in a market and then determining strategies for breaking with these conventions. This book is highly recommended for students and professionals who want an exciting, relevant, and innovative approach to management and marketing.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.8 CHA ent 1145 (Browse shelf(Opens below))	Available	11455

Includes bibliographical references and index.

Ch. 1. Entrepreneurship and market conventions --
Ch. 2. Understanding the conventional competitor --
Ch. 3. Mapping the future --
Ch. 4. Entrepreneurial promotion --
Ch. 5. Entrepreneurial pricing and distribution --
Ch. 6. Entrepreneurial new product development --
Ch. 7. Time and process-based entrepreneurship --
Ch. 8. Large-firm entrepreneurship --
Ch. 9. Small-firm entrepreneurship --
Ch. 10. Entrepreneurial service marketing --
Ch. 11. Entrepreneurial public sector service provision --
Ch. 12. Learning, knowledge platforms and networks.

The success of such individuals as Bill Gates, Richard Branson, Anita Roddick is based upon the simple principle of understanding how other organizations operate in the mark et - and then doing something completely different. This boo k shows how any individual can develop successful business s trategies by defining the conventions that exist in a market and then determining strategies for breaking with these conventions. This book is highly recommended for students and professionals who want an exciting, relevant, and innovative approach to management and marketing.

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