Alternative marketing approaches for entrepreneurs /

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for ne...

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Bibliographic Details
Main Author: Bjerke, Björn, 1941- (Author)
Format: eBook
Language:English
Published: Northampton, MA : Edward Elgar Pub., 2018.
Subjects:
Entrepreneurship.
Marketing.
Electronic books.
Online Access:https://www.elgaronline.com/view/9781786438942/9781786438942.xml
Table of Contents:
  • Contents: 1. Different times and realities: different thinking
  • 2. Knowledge development of business entrepreneurship
  • 3. Knowledge development of social entrepreneurship
  • 4. Knowledge development of marketing
  • 5. Knowledge development of leadership
  • 6. Some methodological cornerstones
  • 7. Entrepreneurial startups
  • 8. Marketing being an independent business entrepreneur
  • 9. Marketing being a business intrapreneur
  • 10. Marketing being a social entrepreneur
  • 11. Summary and conclusions
  • References
  • Index.

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