Marketing and entrepreneurship in SMEs : an innovative approach
Author(s)
Bibliographic Information
Marketing and entrepreneurship in SMEs : an innovative approach
Prentice Hall, c1995
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
The primary thrust of the text is on adapting traditional marketing tools appropriate for various situations in Small and Medium Enterprises. To that end, the text approaches both the concepts of marketing and entrepreneurship at the same time and uses accepted and established marketing theories as a foundation of the text.
Table of Contents
Foreword by Gerry Hills,
Marketing and Entrepreneurship: An Overview.
Developments in Management.
Developments in Marketing.
The Concept of Entrepreneurship.
Management in the Context of SME's.
Marketing in the Context of SME's.
Management and Marketing Competencies.
Marketing Management Decision Making.
Managerial Relationships.
The Marketing/Entrepreneurship Interface.
Entrepreneurial Management.
A General Framework for Developing Entrepreneurial Marketing.
Marketing Competencies for Entrepreneurs.
Marketing Networks for Entrepreneurs.
The Entrepreneurial Marketing Plan.
Case Examples of Entrepreneurial Marketing.
by "Nielsen BookData"
