Marketing for entrepreneurs and SMEs a global perspective /

'A timely text, which presents key marketing concepts, frameworks, and tools in an easy-to-follow manner. The case vignettes, drawn from contemporary marketing practices of entrepreneurial companies around the world, provide nice illustrations of the issues discussed in the chapters. The book i...

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Bibliographic Details
Main Author: Ruzzier, Maja Konečnik.
Corporate Author: Edward Elgar Publishing.
Other Authors: Ruzzier, Mitja., Hisrich, Robert D.
Format: Electronic eBook
Language:English
Published: Cheltenham : Edward Elgar Pub. Ltd., 2013.
Subjects:
Marketing > Management.
Small business marketing.
Entrepreneurship.
Electronic books.
Online Access:https://www.elgaronline.com/view/9781781955963.xml
Table of Contents:
  • pt. I. Understanding marketing for entrepreneurs and SMEs and the challenges they face
  • pt. II. Understanding the market and consumers
  • pt. III. Developing an approach to strategic marketing.

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