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商品詳細
Entrepreneurial Marketing : The Growth of Small Firms in the New Economic Era. 企業家的マーケティング －新経済時代における中小企業の成長－
・ISBN 978-1-84064-912-3 2002 hard GB£ 129.00
￥40,867.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-1-84376-851-7 2004 paper GB£ 43.95
￥13,922.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Bjerke, Björn / Hultman, C. M., |
|---|---|
| 出版社 | (E. Elgar, UK) |
| ページ数 | 259 pp. |
| 言語 | ENG |
| ニュース番号 | ＜488-498 488-563＞ |
解説
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 fully effective, marketing must be viewed from a broad perspective and as a value-creating process.
In order to understand the dynamic pattern of growth of small entrepreneurial ventures, they emphasise the importance of making a clear distinction between:
- managerial growth and entrepreneurial growth
- entrepreneurship, management and leadership
- transactional marketing, relationship marketing and complex combinations
- focal organisations and virtual organisations
- explorative learning and exploitative learning
- value configurations and value chains.
This book will be of immense worth to students, scholars and practitioners of marketing and entrepreneurship, and will contribute to a new dialogue between the two disciplines. It will also be of considerable value to the wider business and management community learning to operate and succeed in the new economic era.