Entrepreneurial marketing: successfully challenging market convention

This book begins by defining the "rules" of marketing as a basis for the entrepreneur to understand what "rules" need breaking. Subsequent chapters cover the marketing mix, innovation management, and compare large versus small firms. All issues are illustrated with extensive real-world examples throughout.

Entrepreneurship and market conventions. Understanding the conventional competitor. Mapping the future. Entrepreneurial promotion. Entrepreneurial pricing and distribution. Entrepreneurial new product development. Time and process-based entrepreneurship. Large firm entrepreneurship. Small firm entrepreneurship. Entrepreneurial public sector service provision. Learning, knowledge platforms and networks.