Entrepreneurial Marketing: Sustaining Growth in All Organisations by Ian Chaston

By:

Ian Chaston [Author]

Publication details: Macmillan UK 2016Edition: 2nd edDescription: xii, 388 pages; illustrations: 24 cmISBN:

9781137500908

Subject(s):

DDC classification:

658.802

Contents:

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.

Abstract: Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment.Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Indian Institute of Management Visakhapatnam General Stacks	Non-fiction	658.802 CHA (Browse shelf(Opens below))	Available		001129

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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.

Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment.Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy.

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