Marketing and entrepreneurship in SMEs : an innovative approach
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| Format: | Book |
| Language: | English |
| Published: |
Harlow, England :
Financial Times/Prentice Hall ,
1995
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| Subjects: |
Table of Contents:
- 1. Marketing and entrepreneurship: an overview
- 2. Developments in management
- 3. Evolution and development of marketing
- 4. The concept of entrepreneurship
- 5. Management in SMEs
- 6. Marketing in the context of SMEs
- 7. Management and marketing competencies
- 8. Marketing management decision-making
- 9. Managerial relationships
- 10. The marketing and entrepreneurship interface
- 11. Entrepreneurial management
- 12. A general framework for developing entrepreneurial marketing
- 13. Marketing competencies for entrepreneurs
- 14. Networks for entrepreneurs and entrepreneurial marketers
- 15. The entrepreneurial marketing plan