02279cam a22002895a 4500 18796919 20201128024048.0 150928s2016 enka frb 001 0 eng d 9781137500908 DLC eng DLC EG-ScBUE 658.802 22 CHA Chaston, Ian. 39406 Entrepreneurial marketing : sustaining growth in all organisations / Ian Chaston. 2nd ed. London ; New York : Palgrave Macmillan, 2016. xii, 388 p. : ill. ; 24 cm. Index : p. 385-388. Bibliography : p. 347-384. Machine generated contents note: -- 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. " It 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. "-- Marketing Management. BUEsh 3301 Entrepreneurship. BUEsh 240 Small business marketing. BUEsh BUEsh BUSADM December2016 ddc 23537 23509 0 0 ddc 0 0 Alahram MAIN MAIN 1ST 2016-12-08 Purchase 491.00 0 658.802 CHA 000040368 2025-07-15 00:00:00 613.75 BB