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This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a what if? compass in which the emphasis is on asking the right questions, rather than finding the right answers.For entrepreneurs looking to make sense of the many new contributions that have redefined marketing.

NOTE: The print may appear lighter in some copies due to the print method used.

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Do entrepreneurs create ventures or do venture experiences create entrepreneurs? The authors of Entrepreneurship as Experience propose that the answer is 'both'. This important volume examines how individuals experience the creation of a venture as it happens and how that experience determines the types of entrepreneur and venture that ultimately emerge.