TY  - BOOK
AU  - Chaston,Ian
TI  - Entrepreneurial marketing: sustaining growth in all organisations 
SN  - 9781137500908 (paperback)
AV  - HF5415.13 .C51177 2015
U1  - 658.8/02 23
PY  - 2015///
CY  - New York
PB  - Palgrave Macmillan
KW  - Marketing
KW  - Management
KW  - Entrepreneurship
KW  - Small business marketing
KW  - BUSINESS & ECONOMICS / Entrepreneurship
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - BUSINESS & ECONOMICS / Small Business
N1  - Includes index; Machine 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
N2  - " 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.  "--
ER  -