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

?The cornerstones of the book?s thesis are core aspects of knowledge, change, understanding, marketing behaviour and entrepreneurship, in the context of small firms. The focal aspect of the book is marketing of small firms which are growing through entrepreneurship, in essence entrepreneurial marketing. This is a scholarly text which presents complex perspectives in a thoughtful, well founded and researched format. It reviews the core concepts studiously and produces a conceptual framework of insight and vision. As someone who has worked in this field for most of my academic life, I was pleased to be enlightened by the carefully integrated constructs of the book. I thoroughly enjoyed reading this volume. It is a must read for serious scholars of entrepreneurial marketing.? - David J. Carson, University of Ulster, UK ?This is a "must read" book for all those involved in academic marketing and management practice. In my view, Professors Bjerke and Hultman have made a critical contribution to marketing, entrepreneurship and economic literature with this book. They present a new and compelling vision of our contemporary market environment and challenge us to think in new ways. A unique feature of the book is that it is based on extensive and well grounded data from Europe, the Americas, Asia and the Pacific Region.? - Gus Geursen, Monash University, Australia Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this book, the authors explain the substantial role of marketing in the success of small firms which have emerged in the new business environment of the past 10 to 15 years. Entrepreneurial marketing is especially important for small, developing firms which have to consider emerging business and market trends, and so a model is presented specifically tailored to the needs of expanding entrepreneurial ventures. The authors also critically analyze the extent to which mainstream marketing and entrepreneurship theory are useful in entrepreneurial marketing. They argue that to be fully effective, marketing must be viewed from a broad perspective and as a value-creating process.Read More