Entrepreneurship marketing: principles and practice of SMEmarketing

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 entrepreneurshipwill also benefit from the customer insight offered by this approach.

• ISBN: 978-0-415-57376-4
• Editorial: Taylor and Francis
• Encuadernacion: Rústica
• Páginas: 458
• Fecha Publicación: 26/11/2010
• Nº Volúmenes: 1
• Idioma: Inglés