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Author: Maja Konečnik Ruzzier
Publisher: Edward Elgar Publishing
ISBN: 1781955972
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
Author: Maja Konečnik Ruzzier
Publisher: Edward Elgar Publishing
ISBN: 1781955972
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
Author: Luca Cacciolatti
Publisher: Springer
ISBN: 1137532580
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
Entrepreneurial Marketing for SMEs contextualizes the practice of marketing amongst SMEs, and critically discusses major issues of Entrepreneurial Marketing with a relevant and up-to-date academic body of knowledge.
Author: Sonny Nwankwo
Publisher: Routledge
ISBN: 1136879072
Category : Business & Economics
Languages : en
Pages : 480
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Book Description
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 entrepreneurship will also benefit from the customer insight offered by this approach.
Author: David Carson
Publisher: Financial Times/Prentice Hall
ISBN: 9780131509702
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
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.
Author: Zubin Sethna
Publisher: Emerald Group Publishing
ISBN: 1781907862
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Entrepreneurial Marketing
Author: Robert D. Hisrich
Publisher: Edward Elgar Publishing
ISBN: 178811132X
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.
Author: Ian Fillis
Publisher: Edward Elgar Publishing
ISBN: 178536457X
Category : Business & Economics
Languages : en
Pages : 477
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Book Description
This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
Author: Ndubisi, Nelson Oly
Publisher: IGI Global
ISBN: 1466629533
Category : Business & Economics
Languages : en
Pages : 508
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Book Description
In order to increase the economic opportunities available, enterprise development plays a crucial role in the progression of socio-economic development for small and medium enterprises. Enterprise Development in SMEs and Entrepreneurial Firms: Dynamic Processes explores the process of enterprise development and its reconstruction of entrepreneurial identities, critical competencies as well as market turnaround for SMEs. This book aims to be a critical resource in the understanding of enterprise strategies adopted and lessons learned for management development. It is a successful resource for students, researchers and professionals interested in the growth SMEs.
Author: Almunawar, Mohammad Nabil
Publisher: IGI Global
ISBN: 1799849856
Category : Business & Economics
Languages : en
Pages : 883
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Book Description
Business-to-consumer (B2C) and consumer-to-consumer (C2C) e-commerce transactions, including social commerce, are rapidly expanding, although e-commerce is still small when compared to traditional business transactions. As the familiarity of making purchases using smart devices continues to expand, many global and regional investors hope to target the ASEAN region to tap into the rising digital market in this region. The Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN is an essential reference source that discusses economics, marketing strategies, and mobile payment systems, as well as digital marketplaces, communication technologies, and social technologies utilized for business purposes. Featuring research on topics such as business culture, mobile technology, and consumer satisfaction, this book is ideally designed for policymakers, financial managers, business professionals, academicians, students, and researchers.
Author: Frederick G. Crane
Publisher: SAGE
ISBN: 1412953472
Category : Business & Economics
Languages : en
Pages : 481
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Book Description
One of the primary reasons most often cited for the failure of a new venture is the entrepreneur's inability to identity and exploit the `right idea'. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure. Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur's unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.
