Entrepreneurial Marketing: A Global Perspective
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Marketing and entrepreneurship have, until quite recently, remained two independent academic domains. However, interest in the subject of entrepreneurial marketing is rising and being viewed as an umbrella strategy which acknowledges three broad areas of activity: marketing that takes place in new ventures or SMEs; intrapreneurship activities within larger organizations; and innovative and cost-effective strategies that can provoke market change. "Entrepreneurial Marketing "brings together current research and thinking from leading academics around the world, providing students both the underlying theories and illustrative case studies that show how such theories can be implemented in practice.
Format:Paperback
Language:English
ISBN:0749468580
ISBN13:9780749468583
Release Date:September 2020
Publisher:Kogan Page
Length:320 Pages
Dimensions:6.0" x 9.0"
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