Entrepreneurial Marketing.

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Business & Economics - Small Business
Entrepreneurial Marketing.

Entrepreneurial Marketing.

Name: Entrepreneurial Marketing.
ISBN: 9781840649123

Björn Bjerke, Claes Hultman

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Defining marketing and entrepreneurship as fundamental orientations for firms to conduct business, Bjerke (entrepreneurship and small business, Stockholm U., Sweden) and Hultman (marketing, Orebro U., Sweden) argue that a strong relationship to business performance can be found in a combination of the two orientations. They further contend that small business growth requires a qualitatively different approach to marketing (rather than a simpler one) than that of large firms. They explore these differences, focusing on issues such as entrepreneurial flexibility, rapid response times, customer/market immersion, intense target market focus, and cash-flow sensitivity. Annotation copyrighted by Book News, Inc., Portland, OR.

Kateqoriyalar:

Business & Economics - Small Business

İl:

2002

Nəşr:

Kindle

Nəşriyyat:

Independely Published

Dil:

english

Səhifələr:

239