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Book Description:

Entrepreneurship Marketing: Principles and Practice of SME Marketing

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.

Publisher‏:‎Routledge; 1st edition (January 13, 2011)
Language‏:‎English
Paperback‏:‎480 pages
ISBN-10‏:‎0415573769
ISBN-13‏:‎978-0415573764
Item Weight‏:‎1.9 pounds
Dimensions‏:‎6.85 x 1.09 x 9.69 inches

 

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