XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education

Cart

Continue Shopping
All prices are shown excluding Tax
The submitted promocode is invalid
Discount code already used. It can only be used once.
* Applied promocode: ×

Important information on your ebook order

Important information on your access card order

Entrepreneurial Marketing (2nd Edition)

Sustaining Growth in All Organisations

Author(s):
Publisher:

Red Globe Press

Pages: 400
Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9781137500908

04 December 2015

$65.99

Free Shipping

In stock

Ebook - 9781137500922

05 September 2017

$52.99

In stock

All prices are shown excluding Tax

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...

Show More

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.

Show Less

  • 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





  • Revised and updated throughout to take into account new developments in the field
  • Includes up-to-date and innovative coverage of the public sector, digital marketing and social media


1. Entrepreneurship and Market Conventions
2. Understanding the Conventional Competitor
3. Planning and Visioning
4. Entrepreneurial Marketing Strategy
5. Identifying Entrepreneurial Opportunities
6. Entrepreneurial Competence
7. Innovation
8. Technology 
9. Entrepreneurial Promotion
10. Online Promotion
11. Social Media
12. Blogs, Tweets and Apps
13. Entrepreneurial Pricing and Distribution
14. Entrepreneurial Service Marketing
15. B2B Marketing
16. Small Firm Entrepreneurship
17. Public Sector.

Add a review

Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.

Show More

Ian Chaston is Adjunct Professor in Entrepreneurship at the University of Auckland, New Zealand. He was previously Professor of Marketing and Entrepreneurship and Director of the Management Centre at Plymouth Business School.

Show Less

New Publications 

Best Sellers