Marketing and Entrepreneurship have, until quite recently, remained two
quite independent scholarly domains. In 2002, Morris et al. provided a
definition of Entrepreneurial Marketing as, 'an integrative construct
for conceptualizing marketing in an era of change, complexity, chaos,
contradiction, and diminishing resources, and one that will manifest
itself differently as companies age and grow. It fuses key aspects of
recent developments in marketing thought and practice with those in the
entrepreneurship area into one comprehensive construct'. Since then,
research in this field has grown in significance across the globe.
Hence, this book presents important theoretical developments with regard
to research at the Entrepreneurship and Marketing interface. The
editors have invited acknowledged authors working in this exciting
discipline, from around the world, to divulge and present in a
comprehensive format, a book which addresses critical issues for
businesses, both small and large, from a global perspective. The
research is drawn from empirical research and the study of the following
in diverse country contexts: new venture creation; marketing in
Small-to-Medium-Sized Enterprises (SMEs); renewal of existing businesses
facing market challenges; internationalization; innovative
cost-effective marketing strategies and practices, along with recent
exploration of entrepreneurship theory and entrepreneurial behavior of
individuals and, in organizations.
- Hardcover: 318 pages
- Publisher: Emerald Group Publishing Limited (July 10, 2013)
- Language: English
- ISBN-10: 1781907862
- ISBN-13: 978-1781907863
- Format : PDF
