Entrepreneurship Marketing: Principles and Practice of SME Marketing

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.

• Format: Paperback
• Language: English
• ISBN: 0415573769
• ISBN13: 9780415573764
• Release Date: January 2011
• Publisher: Routledge
• Length: 457 Pages
• Weight: 1.90 lbs.
• Dimensions: 1.0" x 6.8" x 9.5"