ENTERPRENEURIAL MARKETING BJORN B. Księgarnia

'The cornerstones of the book's thesis are core aspects of knowledge, change, understanding, marketing behaviour and entrepreneurship, in the context of small firms. The focal aspect of the book is marketing of small firms which are growing through entrepreneurship, in essence entrepreneurial marketing. This is a scholarly text which presents complex perspectives in a thoughtful, well founded and researched format. It reviews the core concepts studiously and produces a conceptual framework of insight and vision. As someone who has worked in this field for most of my academic life, I was pleased to be enlightened by the carefully integrated constructs of the book. I thoroughly enjoyed reading this volume. It is a must read for serious scholars of entrepreneurial marketing.' David J. Carson, University of Ulster, UK

'This is a must read book for all those involved in academic marketing and management practice. In my view, Professors Bjerke and Hultman have made a critical contribution to marketing, . entrepreneurship and economic literature with this book. They present a new and compelling vision of our contemporary market environment and challenge us to think in new ways. A unique feature of the book is that it is based on extensive and well grounded data from Europe, the Americas, Asia and the Pacific Region.'Gus Geursen, Monash University, Australia

Table of Contents

List of figures

List of tables

Foreword by Professor Gerald E. Hills

Acknowledgements

1 Small is beautiful?

2 Marketing in the old economic era

3 Entrepreneurship: creating new business ventures

4 Marketing of big firms and small firms

5 Marketing, entrepreneurship and culture

6 Growth, learning and co-creation

7 Marketing as co-creation of customer value

8 A conceptual framework for entrepreneurial marketing

9 Some areas of importance for excellent entrepreneurial marketing 10 Entrepreneurial marketing: leading and managing in the new economic era

Index

258 pages

Księgarnia nie działa. Nie odpowiadamy na pytania i nie realizujemy zamówien. Do odwolania !.