For undergraduate and graduate courses in marketing and entrepreneurship.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
For undergraduate and graduate courses in marketing and entrepreneurship.
This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.
“Rethinking” Marketing
The characteristics of today and tomorrow’s marketplace realities require marketers that are capable of entertaining, and creating, multiple interpretations of reality for manifold stakeholders. It has therefore become critically important for marketers to broaden their repertoire of response by rethinking marketing.
· Summary overviews of each chapter suggest ways to rethink the basic building blocks of marketing such as the marketing mix, the role of brands and branding, and customer relationships.
Marketing as a Societal Process
This text takes the perspective of marketing as a societal process, that society interacts with, and shapes marketing, rather than taking the classic approach of marketing shapes society. Examples are included throughout the book, such as social networking sites that enable consumers to stand up for their rights and reclaim their power.
Entrepreneurial Thinkers
Each chapter in this text highlights new perspectives, paradigms, challenges, and directions taken by entrepreneurial thinkers as they develop revolutionary marketing practices to meet the needs of customers. This approach educates students on what has changes in traditional marketing practices and offers new entrepreneurial alternatives as examples.
