Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment.
Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy.

• Written by one of the founders of entrepreneurial marketing
  
• The only entrepreneurial marketing textbook of its kind to cover both SMEs and large firms
  
• Student-friendly and concise, with in-built pedagogical features throughout the text, such as chapter aims, helpful diagrams, and learning exercises at the end of each chapter
  
• International focus and packed with a rich array of examples and case studies spanning both SMEs and major companies such as Google and Apple
  
• A companion website offering PowerPoint lecture slides to support instructors