It is increasingly apparent that most firms succeed because they
are willing to break the rules and act entrepreneurially. The
purpose of this text is to examine how this simple trading
principle can be applied by any individual in any private or public
sector organisation by focusing on the concept of entrepreneurial
marketing, across all aspects of the marketing process.
Entrepreneurial Marketing 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. Entrepreneurial Marketing is ideal reading for students
and professionals who want an exciting, relevant and innovative
approach to, and perspective of, management and marketing.