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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(234mm x 156mm x 15mm)
Publisher: Palgrave Macmillan
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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.