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

Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this book, now available in paperback, 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 analyze 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 emphasize 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 organizations and virtual organizations
? explorative learning and exploitative learning
? value configurations and value chains.  more