起業マーケティング（第２版） Entrepreneurial Marketing : Sustaining Growth in All Organisations （2ND）

Chaston, Ian

Palgrave Macmillan（2015/12発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 388 p.
• 言語 ENG
• 商品コード 9781137500908
• DDC分類 658.8

Full Description

Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment.

Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy.

New to this Edition:
- Revised and updated throughout to take into account new developments in the field
- Includes up-to-date and innovative coverage of the public sector, digital marketing and social media

Contents

1. Entrepreneurship and Market Conventions
2. Understanding the Conventional Competitor
3. Planning and Visioning
4. Entrepreneurial Marketing Strategy
5. Identifying Entrepreneurial Opportunities
6. Entrepreneurial Competence
7. Innovation
8. Technology 
9. Entrepreneurial Promotion
10. Online Promotion
11. Social Media
12. Blogs, Tweets and Apps
13. Entrepreneurial Pricing and Distribution
14. Entrepreneurial Service Marketing
15. B2B Marketing
16. Small Firm Entrepreneurship
17. Public Sector.