Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era

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Edward Elgar, 2002 - 259 pages
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Small is beautiful? - Marketing in the old economic era - Entrepreneurship: creating new business ventures - Marketing of big firms and small firms - Marketing, entrepreneurship and culture - Growth, learning and co-creation - Marketing as co-creation of customer value - A conceptual framework for entrepreneurial marketing - Some areas of importance for excellent entrepreneurial marketing - Entrepreneurial marketing: leading and managing in the new economic era.

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