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Entrepreneurial Marketing : a Global Perspective.
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 addr...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford :
Emerald Group Publishing Limited,
2013.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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. |
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| Notas: | 8.2. Entrepreneurship in Context. |
| Descripción Física: | 1 online resource (324 pages) |
| Bibliografía: | References3. Contextual Marketing (CM) ; 3.1. Introduction; 3.2. Conceptual Antecedence; 3.3. Contextual Lexicography; 3.4. Extant Literature at the Interface; 3.5. Marketing in Context; 3.6. Language and Linguistic Content; 3.7. The Language of Marketing in Context; 3.8. Conclusion; References; 4. The Role of Marketing Rational and Natural Business Start-Ups; 4.1. The Narrow and the Broad View of Entrepreneurship; 4.2. Rational and Natural Entrepreneurial Start-Ups; 4.3. The Narrow and the Broad View of Marketing; 4.4. The Role of Marketing in Different Business Start-ups; 4.5. Conclusion. References5. Entrepreneurial Marketing Orientation in SMEs; 5.1. Introduction; 5.2. Strategic Orientations and SMEs; 5.3. The EMO Conceptual Model; 5.4. The EMICO Framework; 5.5. EMO Comparisons Between Silicon Valley, US, and Wales, UK; 5.6. Discussion and Conclusion; References; 6. Globalization of Markets: Implications for the Entrepreneurial Firm in the 21st Century; 6.1. Introduction; 6.2. The Driving Forces of Globalization; 6.3. Globalization Process; 6.4. Marketing and Strategy Implications for Entrepreneurship and Small Business; References. |
| ISBN: | 9781781907870 1781907870 |