Marketing and Entrepreneurship in SME's: An Innovative Approach [Paperback]

David Carson (Editor)

Book Description

Publication Date: June 17, 2002

The primary thrust of the text is on adapting traditional marketing tools appropriate for various situations in Small and Medium Enterprises. To that end, the text approaches both the concepts of marketing and entrepreneurship at the same time and uses accepted and established marketing theories as a foundation of the text.

Editorial Reviews

From the Publisher

The primary thrust of the text is on adapting traditional marketing tools appropriate for various situations in Small and Medium Enterprises. To that end, the text approaches both the concepts of marketing and entrepreneurship at the same time and uses accepted and established marketing theories as a foundation of the text.

From the Back Cover

This book brings together the disciplines of marketing and enrepreneurship and treats them as one. It examines the fundamental characteristics of each discipline and focuses on their commonalities and differences. It covers: the nature of marketing in SMEs and how it happens; the development and use of entrepreneural marketing networks to reach better decisions; management and marketing competencies, how they relate and how to develop them, and more. MARKETING: It is for MA, MSc and MBA students on marketing and management courses and practicing entrepreneurs with a desire to examine and understand their decision-making processes.

Product Details

• Paperback: 296 pages
• Publisher: Prentice Hall College Div; 1 edition (June 17, 2002)
• Language: English
• ISBN-10: 0131509705
• ISBN-13: 978-0131509702
• Product Dimensions: 9 x 6.8 x 0.8 inches
• Shipping Weight: 1.3 pounds
• Amazon Best Sellers Rank: #1,781,186 in Books (See Top 100 in Books)