Entrepreneurial Marketing
Edward Elgar Publishing Ltd (Verlag)
978-1-83910-838-9 (ISBN)
Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes 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 through implementing a sound marketing plan. Numerous illustrative examples throughout the book 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.
The late Robert D. Hisrich, formerly Bridgestone Chair of International Marketing and Director of the Global Management Center and International Programs, Kent State University, US and Veland Ramadani, Associate Professor of Entrepreneurship and Management, South-East European University, Republic of Macedonia
Contents: 1.Entrepreneurial Marketing: Entrepreneurship and Marketing Interface 2. Foundations of Marketing Decision-Making 3. Entrepreneurial Market Identification 4. Entrepreneurial Market Segmentation 5. Entrepreneurial Product/Service Policy 6. Entrepreneurial Pricing Policy 7. Entrepreneurial Distribution Policy 8. Entrepreneurial Promotion Policy 9. International Entrepreneurial Marketing 10. The Entrepreneurial Marketing Plan Index
Erscheinungsdatum | 27.04.2020 |
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Verlagsort | Cheltenham |
Sprache | englisch |
Maße | 156 x 234 mm |
Themenwelt | Sonstiges ► Geschenkbücher |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
ISBN-10 | 1-83910-838-X / 183910838X |
ISBN-13 | 978-1-83910-838-9 / 9781839108389 |
Zustand | Neuware |
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