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Item Details
| Title:
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ENTREPRENEURSHIP MARKETING
PRINCIPLES AND PRACTICE OF SME MARKETING |
| By: |
Sonny Nwankwo (Editor), Tunji Gbadamosi (Editor) |
| Format: |
Electronic book text |
| List price:
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£46.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
1136879064 |
| ISBN 13: |
9781136879067 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
2 December, 2010 |
| Pages: |
458 |
| Synopsis: |
Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector.Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon's den" of entrepreneurialism.This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach. |
| Illustrations: |
67 Line drawings, black and white; 6 Halftones, black and white; 44 Tables, |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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