عنوان

Alternative marketing approaches for entrepreneurs /

(Number (ISBN

1786438941

(Number (ISBN

178643895X

(Number (ISBN

9781786438942

(Number (ISBN

9781786438959

Erroneous ISBN

1786438941

Erroneous ISBN

9781786438942

Title Proper

Alternative marketing approaches for entrepreneurs /

General Material Designation

[Book]

First Statement of Responsibility

Björn Bjerke.

Place of Publication, Distribution, etc.

Northampton, MA, USA :

Name of Publisher, Distributor, etc.

Edward Elgar Publishing,

Date of Publication, Distribution, etc.

[2018]

Specific Material Designation and Extent of Item

1 online resource (ix, 303 pages)

Text of Note

Includes bibliographical references and index.

Text of Note

Front Matter; Copyright; Contents; Preface; 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 approaches for independent business entrepreneurs; 9 Marketing approaches for business intrapreneurs; 10 Marketing approaches for social entrepreneurs; 11 Summary and conclusions; References; Index.

0

Text of Note

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, Bjorn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures. This book first presents the dominant approach to marketing theory used for the last half a century. After that, it presents an alternative approach to marketing theory by emphasizing how new infrastructures and organizations, including online platforms, influence new ways of linking the formal and informal economies together. Building on fundamental theories of science and methodological issues, Bjerke creates useful theoretical conceptions that can develop a greater connection between practice and research. He argues that as entrepreneurial activity is more accessible than ever it needs a fresh approach to include customers as co-creators and co-extractors of market value. An excellent book for exploring alternative marketing, students and researchers in marketing, social entrepreneurship and wider business and management studies will gain a greater understanding of what it means to be a marketer, customer and user.

Source for Acquisition/Subscription Address

00123902

International Standard Book Number

9781786438942

Entrepreneurship.

Marketing.

BUSINESS & ECONOMICS-- Industrial Management.

BUSINESS & ECONOMICS-- Management Science.

BUSINESS & ECONOMICS-- Management.

BUSINESS & ECONOMICS-- Organizational Behavior.

Entrepreneurship.

Marketing.

BUS-- 041000

BUS-- 042000

BUS-- 082000

BUS-- 085000

Number

Edition

Class number

Book number

Bjerke, Björn,1941-

Date of Transaction

20200823055238.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y