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Books > Business & Economics > Business & management > Sales & marketing
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Entrepreneurial Marketing - The Growth of Small Firms in the New Economic Era (Paperback)
Loot Price: R1,240
Discovery Miles 12 400
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Entrepreneurial Marketing - The Growth of Small Firms in the New Economic Era (Paperback)
Expected to ship within 12 - 17 working days
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Just as society has realised the value of entrepreneurs, so
entrepreneurs are gradually realising the value of strategic
marketing. In this book, the authors explain the substantial role
of marketing in the success of small firms which have emerged in
the new business environment of the past 10 to 15 years.
Entrepreneurial marketing is especially important for small,
developing firms which have to consider emerging business and
market trends, and so a model is presented specifically tailored to
the needs of expanding entrepreneurial ventures. The authors also
critically analyse the extent to which mainstream marketing and
entrepreneurship theory are useful in entrepreneurial marketing.
They argue that to be fully effective, marketing must be viewed
from a broad perspective and as a value-creating process. In order
to understand the dynamic pattern of growth of small
entrepreneurial ventures, they emphasise the importance of making a
clear distinction between: * managerial growth and entrepreneurial
growth * entrepreneurship, management and leadership *
transactional marketing, relationship marketing and complex
combinations * focal organisations and virtual organisations *
explorative learning and exploitative learning * value
configurations and value chains. This book will be of immense worth
to students, scholars and practitioners of marketing and
entrepreneurship, and will contribute to a new dialogue between the
two disciplines. It will also be of considerable value to the wider
business and management community learning to operate and succeed
in the new economic era.
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