Marketing and entrepreneurship have, until quite recently, remained two independent academic domains. However, interest in the subject is rising, and entrepreneurial marketing is being viewed as an umbrella strategy which acknowledges three broad areas of activity: marketing that takes place in new ventures or SMEs; intrapreneurship activities within larger organisations; and innovative and cost-effective strategies that can provoke market chage.
Entrepreneurial Marketing: A Global Perspective brings together current research and thinking from leading academics around the world, providing students both the underlying theories and illustrative case studies that show how such theories can be implemented in practice.
- ISBN10 0749468580
- ISBN13 9780749468583
- Publish Date 3 September 2020
- Publish Status Cancelled
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback (US Trade)
- Pages 320
- Language English