TY  - BOOK
AU  - Chaston,Ian
TI  - Entrepreneurial marketing: competing by challenging convention 
SN  - 1557532168
U1  - 658.8 
PY  - 2000///
CY  - Indiana
PB  - Ichor Business Books
KW  - Marketing
KW  - Entrepreneurship
N1  - 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
N2  - 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
ER  -