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Entrepreneurial Marketing (2nd Ed., 2nd ed. 2017) Sustaining Growth in All Organisations

Langue : Anglais

Auteur :

Couverture de l’ouvrage Entrepreneurial Marketing
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.

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.

Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.

  • Written by one of the founders of entrepreneurial marketing
  • The only entrepreneurial marketing textbook of its kind to cover both SMEs and large firms
  • Student-friendly and concise, with in-built pedagogical features throughout the text, such as chapter aims, helpful diagrams, and learning exercises at the end of each chapter
  • International focus and packed with a rich array of examples and case studies spanning both SMEs and major companies such as Google and Apple
  • A companion website offering PowerPoint lecture slides to support instructors
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  • 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

Date de parution :

Ouvrage de 400 p.

15.5x23.5 cm

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