| 000 | 02279cam a22002895a 4500 | ||
|---|---|---|---|
| 001 | 18796919 | ||
| 005 | 20201128024048.0 | ||
| 008 | 150928s2016 enka frb 001 0 eng d | ||
| 020 | _a9781137500908 | ||
| 040 |
_aDLC _beng _cDLC _dEG-ScBUE |
||
| 082 | 0 | 4 |
_a658.802 _222 _bCHA |
| 100 | 1 |
_aChaston, Ian. _939406 |
|
| 245 | 1 | 0 |
_aEntrepreneurial marketing : _bsustaining growth in all organisations / _cIan Chaston. |
| 250 | _a2nd ed. | ||
| 260 |
_aLondon ; _aNew York : _bPalgrave Macmillan, _c2016. |
||
| 300 |
_axii, 388 p. : _bill. ; _c24 cm. |
||
| 500 | _aIndex : p. 385-388. | ||
| 504 | _aBibliography : p. 347-384. | ||
| 505 | 8 | _aMachine 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. | |
| 520 | _a" 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. "-- | ||
| 650 | 7 |
_aMarketing _xManagement. _2BUEsh _93301 |
|
| 650 | 7 |
_aEntrepreneurship. _2BUEsh _9240 |
|
| 650 | 7 |
_aSmall business marketing. _2BUEsh |
|
| 651 | _2BUEsh | ||
| 653 |
_bBUSADM _cDecember2016 |
||
| 942 | _2ddc | ||
| 999 |
_c23537 _d23509 |
||