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Description - Entreprenerial Marketing by Ian Chaston

by foIt 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 organization c using on the concept of entrepreneurial marketing, across all aspects of the marketing process. The book 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.

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Book Details

ISBN: 9780333792995
ISBN-10: 0333792998
Format: Paperback
(234mm x 156mm x 15mm)
Pages: 272
Imprint: Palgrave Macmillan
Publisher: Palgrave Macmillan
Publish Date: 23-Mar-2000
Country of Publication: United Kingdom

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Author Biography - Ian Chaston

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.

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