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Books > Business & Economics > Business & management > Sales & marketing
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Alternative Marketing Approaches for Entrepreneurs (Hardcover)
Loot Price: R3,490
Discovery Miles 34 900
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Alternative Marketing Approaches for Entrepreneurs (Hardcover)
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Consumers have, to a large extent, become their own producers; they
are more aware of marketing and are active in adding value to the
products and experiences they want. By assessing customers as
active agents rather than passive consumers, Bjoern Bjerke explores
alternative ways of marketing for new businesses and social
entrepreneurial ventures. This book first presents the dominant
approach to marketing theory used for the last half a century.
After that, it presents an alternative approach to marketing theory
by emphasizing how new infrastructures and organizations, including
online platforms, influence new ways of linking the formal and
informal economies together. Building on fundamental theories of
science and methodological issues, Bjerke creates useful
theoretical conceptions that can develop a greater connection
between practice and research. He argues that as entrepreneurial
activity is more accessible than ever it needs a fresh approach to
include customers as co-creators and co-extractors of market value.
An excellent book for exploring alternative marketing, students and
researchers in marketing, social entrepreneurship and wider
business and management studies will gain a greater understanding
of what it means to be a marketer, customer and user.
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