bokomslag Entrepreneurship Marketing
Samhälle & debatt

Entrepreneurship Marketing

Sonny Nwankwo Ayantunji Gbadamosi

Inbunden

2149:-

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  • 458 sidor
  • 2010
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon's den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
  • Författare: Sonny Nwankwo, Ayantunji Gbadamosi
  • Illustratör: black and white 44 Tables 67 Line drawings, black and white 6 Halftones black and white 73 Illu
  • Format: Inbunden
  • ISBN: 9780415573757
  • Språk: Engelska
  • Antal sidor: 458
  • Utgivningsdatum: 2010-11-26
  • Förlag: Routledge