Entrepreneurial Marketing – The Growth of Small Firms in the New Economic Era

Entrepreneurial MarketingThe Growth of Small Firms in the New Economic Era\nAuthor(s): Bjrn Bjerke, Claes M. Hultman\nFormat: Paperback\nPublisher: Edward Elgar Publishing Ltd, United Kingdom\nImprint: Edward Elgar Publishing Ltd\nISBN-13: 9781843768517, 978-1843768517\nSynopsis\nJust as society has realised the value of entrepreneurs, so entrepreneurs are gradually realising the value of strategic marketing. In this book, the authors explain the substantial role of marketing in the success of small firms which have emerged in the new business environment of the past 10 to 15 years. Entrepreneurial marketing is especially important for small, developing firms which have to consider emerging business and market trends, and so a model is presented specifically tailored to the needs of expanding entrepreneurial ventures. The authors also critically analyse the extent to which mainstream marketing and entrepreneurship theory are useful in entrepreneurial marketing. They argue that to be .