Entreprenerial Marketing: Competing by Challenging Market Convention (Hardback)Ian Chaston (author)
Hardback 272 Pages / Published: 23/03/2000
- Not available
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. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/chaston/
Publisher: Palgrave Macmillan
Number of pages: 272
Weight: 557 g
Dimensions: 240 x 159 x 20 mm
You may also be interested in...
Please sign in to write a review
Simply reserve online and pay at the counter when you collect. Available in shop from just two hours, subject to availability.
Thank you for your reservation
Your order is now being processed and we have sent a confirmation email to you at
When will my order be ready to collect?
Following the initial email, you will be contacted by the shop to confirm that your item is available for collection.
Call us on or send us an email at
Unfortunately there has been a problem with your order
Please try again or alternatively you can contact your chosen shop on or send us an email at