New book launch - Entrepreneurial Marketing, Global Perspectives

July 3, 2013 - PRLog -- United Kingdom, 3 July 2013 - Marketing and Entrepreneurship have, until quite recently, remained two quite independent scholarly domains. In 2002, Morris et al. provided a definition of Entrepreneurial Marketing as, "an integrative construct for conceptualising marketing in an era of change, complexity, chaos, contradiction, and diminishing resources, and one that will manifest itself differently as companies age and grow. It fuses key aspects of recent developments in marketing thought and practice with those in the entrepreneurship area into one comprehensive construct".

Since then, research in this field has grown in significance across the globe. Hence, Entrepreneurial Marketing, Global Perspectives (for the full table of contents, visit: http://www.emeraldinsight.com/tk/entrepreneurial-marketing) presents important theoretical developments with regard to research at the Entrepreneurship and Marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive format, a book which addresses critical issues for businesses, both small and large, from a global perspective.

Drawn from empirical research, the book examines:

•    new venture creation
•    marketing in Small-to-Medium-Sized Enterprises (SMEs)
•    renewal of existing businesses facing market challenges
•    internationalization
•    innovative cost-effective marketing strategies and practices
•    exploration of entrepreneurship theory and entrepreneurial behaviour of individuals and, in organisations.

Driven  from the practical experiences of researchers working closely with entrepreneurs both in large and small business, the book will be of interest to those working, researching or studying in a range of marketing sub-disciplines, including branding, digital marketing, services marketing and marketing analytics.

ISBN Print: 9781781907863; Format: Hardback, 318pp; Publication date: 5 July  2013; Price: £49.95

For further information about the book and the full table of contents, visit: http://www.emeraldinsight.com/tk/entrepreneurial-marketing