Successfully Challenging Market Convention
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.
From April 2000 lecturers and students can visit a free online support resource, featuring a full Instructor's Manual and Interactive Simulation Game via www.macmillan-business.co.uk
Entrepreneurship and Market Conventions
Understanding the Conventional Competitor
Mapping the Future
Entrepreneurial Pricing and Distribution
Entrepreneurial New Product Development
Time and Process-Based Entrepreneurship
Large Firm Entrepreneurship
Small Firm Entrepreneurship
Entrepreneurial Service Marketing
Entrepreneurial Public Sector Service Provision
Learning, Knowledge Platforms and Networks
IAN CHASTON is Director of Research at Plymouth Business School responsible for managing the faculties research activities and PhD programme. He is Vice President of ISBA (Institute of Small Business Affairs), and serves on the editorial board of 3 academic journals.
Printing of the book is limited to 10 pages per day.