Entrepreneurial Marketing: Sustaining Growth in All Organisations

ISBN-13: 9781137500908 / Angielski / Miękka / 2015 / 400 str.

Ian Chaston

Opis

Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this book applies entrepreneurial marketing to all sizes of organisation, from large firms to SMEs. The 1st edition was one of the first books to tackle entrepreneurial marketing; now, the new edition will take a fresh look at the subject.

Spis treści

1. Entrepreneurship and Market Conventions 2. Understanding the Conventional Competitor 3. Planning and Visioning 4. Entrepreneurial Marketing Strategy 5. Identifying Entrepreneurial Opportunities 6. Entrepreneurial Competence 7. Innovation 8. Technology  9. Entrepreneurial Promotion 10. Online Promotion 11. Social Media 12. Blogs, Tweets and Apps 13. Entrepreneurial Pricing and Distribution 14. Entrepreneurial Service Marketing 15. B2B Marketing 16. Small Firm Entrepreneurship 17. Public Sector.

O autorze

Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.

Blurb

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.