| 000 | 02271nam a2200253 i 4500 | ||
|---|---|---|---|
| 003 | MIUC | ||
| 005 | 20200114144826.0 | ||
| 008 | 170116s2016 enk 001 0 eng | ||
| 020 | _a9781137500908 | ||
| 040 |
_aMIUC _beng _cMIUC |
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| 082 | 0 | _a658.8 | |
| 100 | 1 |
_92884 _aChaston, Ian |
|
| 245 | 1 | 0 |
_aEntrepreneurial marketing : _bsustaining growth in all organisations / _cIan Chaston. |
| 250 | _aSecond edition. | ||
| 260 |
_aLondon : _bPalgrave, _c2016. |
||
| 300 |
_axii, 388 p. ; _bill. b&w ; _c24 cm. |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aCh. 1. Entrepreneurship and Market Conventions -- Ch. 2. Understanding the Conventional Competitor -- Ch. 3. Planning and Visioning -- Ch. 4. Entrepreneurial Marketing Strategy -- Ch. 5. Identifying Entrepreneurial Opportunities -- Ch. 6. Entrepreneurial Competence -- Ch. 7. Innovation -- Ch. 8. Technology -- Ch. 9. Entrepreneurial Promotion -- Ch. 10. Online Promotion -- Ch. 11. Social Media -- Ch. 12. Blogs, Tweets and Apps -- Ch. 13. Entrepreneurial Pricing and Distribution -- Ch. 14. Entrepreneurial Service Marketing -- Ch. 15. B2B Marketing -- Ch. 16. Small Firm Entrepreneurship -- Ch. 17. Public Sector. | |
| 520 | _aIt 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. | ||
| 650 | 0 |
_936 _aMarketing _xManagement |
|
| 650 | 0 |
_9650 _aEntrepreneurship |
|
| 650 | 0 |
_92885 _aSmall business marketing |
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| 942 |
_2ddc _cBK |
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