Entrepreneurial Marketing

Sustaining Growth in All Organisations

Häftad, Engelska, 2015

AvIan Chaston,Auckland) Chaston, Ian (University of Auckland

1 159 kr

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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.New to this Edition:- Revised and updated throughout to take into account new developments in the field- Includes up-to-date and innovative coverage of the public sector, digital marketing and social media

Produktinformation

Utgivningsdatum2015-11-03
Mått154 x 232 x 26 mm
Vikt620 g
FormatHäftad
SpråkEngelska
Antal sidor400
Upplaga2
FörlagBloomsbury Publishing PLC
ISBN9781137500908

Tillhör följande kategorier

1. Entrepreneurship and Market Conventions2. Understanding the Conventional Competitor3. Planning and Visioning4. Entrepreneurial Marketing Strategy5. Identifying Entrepreneurial Opportunities6. Entrepreneurial Competence7. Innovation8. Technology 9. Entrepreneurial Promotion10. Online Promotion11. Social Media12. Blogs, Tweets and Apps13. Entrepreneurial Pricing and Distribution14. Entrepreneurial Service Marketing15. B2B Marketing16. Small Firm Entrepreneurship17. Public Sector.

'I am seriously impressed - a marketing textbook with an entrepreneurship focus that is student friendly, clear and concise. I would recommend it for anyone interested in the marketing of small and medium enterprises as well as other entrepreneurial organisations.' - Caleb Kwong, Essex Business School, UK 'Chaston's entrepreneurial marketing approach provides marketers with clear tools and techniques to identify and exploit entrepreneurial opportunities. This is a unique mix of marketing with entrepreneurship which will be invaluable for students and practitioner alike.' - Mike Saren, University of Leicester, UK