Entrepreneurship Marketing

Entrepreneurship Marketing

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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 qpeople issuesq (i.e. everyday entrepreneurial marketing interactions) to prepare students for the qdragona€™s denq 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.a#39;Service excellencea#39; has been seen as one such strategic approach that can be adopted by any type of the organization, particularly by SMEs that have a flexible ... SMES AND SERVICE MARKETING Defining service According to Kotler (2000 ),

Title:Entrepreneurship Marketing
Author:Sonny Nwankwo, Tunji Gbadamosi
Publisher:Routledge - 2010-12-02


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