ENTREPRENEURIAL MARKETING GLOBAL PERSPECTIVES
Editorial: EMERALD GROUP
Isbn : 9781781907863
Pasta : dura
Item #: 446
Since then, research in this field has grown in significance across the globe. Hence, this book presents important theoretical developments with regard to research at the Entrepreneurship and Marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive format, a book which addresses critical issues for businesses, both small and large, from a global perspective.
The research is drawn from empirical research and the study of the following in diverse country contexts:
new venture creation
marketing in Small-to-Medium-Sized Enterprises (SMEs)
renewal of existing businesses facing market challenges
innovative cost-effective marketing strategies and practices
exploration of entrepreneurship theory and entrepreneurial behaviour of individuals and, in organisations.