Entrepreneurial Marketing: Global Perspectives
Zubin Sethna, Rosalind Jones, Paul Harrigan
Emerald Group Publishing, 5 лип. 2013 р. - 320 стор.
This title presents important theoretical developments with regard to research at the entrepreneurship and marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive format, a book which addresses critical issues for businesses, both small and large, from a global perspective.
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Academy of Marketing approach to market behavior beneﬁt brand bricolage Carson chapter communities competitive advantage concept Concept2 consumers context create culture customer engagement customer information customer relationship customer relationship management deﬁned deﬁnition dimensions economic Edward Elgar effective emerging entrepreneurial marketing entrepreneurial networks environment ethnic European Journal explanatory style Facebook ﬁeld ﬁnancial ﬁnd ﬁndings ﬁrst focus focused framework Gilmore global growth Hultman identiﬁed inﬂuence innovative marketing integration interactions International Journal International Marketing International Small Business Journal of Business Journal of Marketing literature market creation market orientation marketing activities marketing and entrepreneurship marketing in SMEs Marketing Management marketing mix needs Nordic Walking organisations organizations perspective potential reﬂected relationship marketing Research in Marketing Review Sarasvathy self-efﬁcacy signiﬁcant Small Business Journal small ﬁrms SME marketing social capital social media soloists speciﬁc start-up strategy understanding University Uslay value capture view of entrepreneurship