Entrepreneurial Marketing: Sustaining Growth in All Organisations

Name: Entrepreneurial Marketing: Sustaining Growth in All Organisations
Brand: Palgrave
SKU: 9781137500908
Price: 8290.0 INR
Availability: InStock

by Ian Chaston

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ISBN13: 9781137500908
Binding: Paperback
Subject: N/A
Publisher: Palgrave
Publisher Imprint: Palgrave
Publication Date: November 3, 2015
Pages: 400
Original Price: GBP 64.99
Language: English
Edition: 2017
Item Weight: 635 grams
BISAC Subject(s): Entrepreneurship, Marketing / General, and Small Business

About The Book

From the Back Cover

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.

About The Author

Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.
Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.

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