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Author: Izabela Kowalik
Publisher: Routledge
ISBN: 1000063178
Category : Business & Economics
Languages : en
Pages : 209
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Book Description
The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.
Author: Izabela Kowalik
Publisher: Routledge
ISBN: 1000063178
Category : Business & Economics
Languages : en
Pages : 209
Get Book
Book Description
The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.
Author: Robert D. Hisrich
Publisher: Edward Elgar Publishing
ISBN: 178811132X
Category : Business & Economics
Languages : en
Pages :
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Book Description
One key for success for an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on this and the essential elements of success in order to achieve these needed sales and revenues and then grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of the field.Through an international approach that combines both theoretical and empirical knowledge on entrepreneurship and marketing, this book informs and enhances an entrepreneurs' creativity, their ability to bring innovations to the market and their willingness to face risk and change the world. Key components addressed include: identifying and selecting the market, determining the consumer needs cost-effectively, executing the basic elements of the marketing mix (product, price, distribution, and promotion) and competing successfully in the domestic and global markets by implementing a sound marketing plan. Numerous illustrative examples bring the content to life. The mix of theoretical content, examples, empirical analyses and case studies, make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.
Author: Frederick G. Crane
Publisher: SAGE
ISBN: 1452230048
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
Poor marketing is often cited as a reason behind the failure of entrepreneurial ventures, even when the idea in the first place may have been sound. This title moves beyond the classic theory and demonstrates the application of marketing in an entrepreneurial context.
Author: Zubin Sethna
Publisher: Emerald Group Publishing
ISBN: 1781907862
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Entrepreneurial Marketing
Author: Frederick G. Crane
Publisher: SAGE
ISBN: 1412953472
Category : Business & Economics
Languages : en
Pages : 481
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Book Description
One of the primary reasons most often cited for the failure of a new venture is the entrepreneur's inability to identity and exploit the `right idea'. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure. Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur's unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.
Author: Bjö Bjerke
Publisher: Edward Elgar Publishing
ISBN: 9781843766957
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this text the authors explain the substantial role of marketing in the success of small firms which have emerged in the business environment since the late 1980s.
Author: Sonny Nwankwo
Publisher: Routledge
ISBN: 1136879072
Category : Business & Economics
Languages : en
Pages : 480
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Book Description
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.
Author: Dafna Kariv
Publisher: Routledge
ISBN: 041589686X
Category : Business & Economics
Languages : en
Pages : 618
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Book Description
Women represent the fastest growing group of entrepreneurs today. Tracing women's journey along the venture creation process, Kariv's book highlights the creatively different ways in which women approach the entrepreneurial enterprise.
Author: Ed Nijssen
Publisher: Routledge
ISBN: 1317936590
Category : Business & Economics
Languages : en
Pages : 162
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Book Description
How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an "extreme makeover" in the context of innovative products hitting the market. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers. This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in their classes as well as practical tools and techniques that will be useful after the exams have finished.
Author: Bruce D. Buskirk
Publisher: South Western Educational Publishing
ISBN: 9780324158632
Category : Entrepreneurship
Languages : en
Pages : 0
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Book Description
" ... Features success stories and lessons learned from eight famous founders. Each Module begins by chronicling the development of the driving philosophies of key successful individuals such as Paul Orfalea, Founder of Kinko's, Inc. and Anita Roddick OBE, Non-Executive Director and Founder of The Body Shop."--BOOK JACKET. Also includes chapters on Christos M. Cotsakos, Guy Kawasaki, Leonard Armato, Ken Park, Dirk Gates, and Nicolas G. Hayek.
