Handbook of Entrepreneurship and Marketing

Häftad, Engelska, 2022

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Beskrivning

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as innovation, strategy and networking for SMEs, social media and crowdfunding, and entrepreneurial marketing in the arts, including a focus on the growing phenomenon of cultural entrepreneurship. Scholars and postgraduate students in entrepreneurship and marketing, and particularly those working on the intersections between them, will find this Handbook an invaluable read. Its examination of the efficacy of various practices will also be of great interest to marketing professionals and entrepreneurs themselves.Contributors include: C. Ball, A. Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E. Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L. Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B. Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner, O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S. Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S. Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C. Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E. Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M. Suoranta, N. Telford, P. Tjabbes, C. Uslay

Produktinformation

Utgivningsdatum:2022-01-18
Mått:169 x 244 x undefined mm
Format:Häftad
Språk:Engelska
Förlag:Edward Elgar Publishing Ltd
ISBN:9781785364587

Utforska kategorier

Mer om författaren

Edited by Ian Fillis, Professor of Entrepreneurship, Liverpool Business School, Liverpool John Moores University and Nicholas Telford, Lecturer in Business and Enterprise, School of Business and Creative Industries, University of the West of Scotland, UK

Recensioner i media

‘The Handbook of Entrepreneurship and Marketing is a welcome addition to the growing interest in the theory and practice of marketing by executives of small and medium enterprises. This volume is a timely resource for academics as it contributes to the literature while advancing our knowledge of the expanding field of entrepreneurial marketing.’

Innehållsförteckning

Contents:Part I Introduction and Setting the Scene1.Introduction to the Edward Elgar Research Handbook of Entrepreneurial Marketing (EM)Ian Fillis and Nicholas Telford2.Dante Leave Homer Without It: On Epics, Umbras and Authorpreneurs. Stephen Brown and Anthony Patterson.Part II SME Strategy and Networking3.SME Marketing NetworkingAudrey Gilmore4.Entrepreneurial Marketing and Networks - the Interactional Dynamics of Entrepreneur and Network ManagementBriga Hynes and Maria Kelly5.Entrepreneurial Marketing Strategy, Orientations and NetworksRosalind Jones and Mari Suoranta6.Strategy in Small FirmsDarryl Cummins.Part III Contemporary Developments in Entrepreneurial Marketing practice7.The Use of Crowdfunding by Environmental Entrepreneurs: Is it All About Cash?Suzanne Mawson and Christopher Ball8.The Wicked Problem of Social Media and Entrepreneurial MarketingBrian Jones9.Capturing the Spirit of Social Entrepreneurship: From a Mother to AnotherElaine Ritch and Anne M.J. Smith10.Far from a Madding Crowd: Crowdfunding Possibilities and PitfallsElaine Ramsey, Emer Gallagher, Andrew Kincaid and Sharon Loane11.Operating at the Margins of Illegal Entrepreneurial Markets: Situating ‘Rogue Shopkeepers’ at the SME and Criminal InterfaceRobert Smith and Liz Frondigoun12.Rapidly Internationalising Small Firms: Are Human Resources the Missing Part of the Puzzle? Towards an understanding of the implications for International Entrepreneurship (IE) Research and PracticeSharon Loane and Trevor MorrowPart IV Innovative Approaches to Understanding Entrepreneurial Marketing13.The Use of a Narrative Methodology in Small Firm ResearchJonathan H. Deacon and Elizabeth Lloyd-Parkes14.Aesthetic Leadership in the Small Firm Ian Fillis and Jonathan E. Schroeder15.Serendipity, Effectuation, Entrepreneurial Marketing and Fast Growth Entrepreneurial FirmsSaeed Mirvahedi and Sussie C. Morrish 16.Entrepreneurial Marketing and The 4S Model: Strategy, Serendipity, Storytelling, SoftwareKaye Nightingale and Zubin Sethna17.Mindful Entrepreneurial Marketing for Small and Medium EnterprisesAhmet Bayraktar, Emine Erdogan, Can Uslay and Olivia F. Lee18.‘I just hate selling myself’: The Challenges of Selling for the Owner Manager (OM) and SoloistPeter J. Fraser and Iain S. Fraser19.Entrepreneurship, Marketing and the Multicultural: The Case of a European Union Erasmus+ ProjectNicholas Telford and Veronika GustafssonPart V Entrepreneurial marketing and the arts and cultural industries20.Entrepreneurship and marketing in the film industry.Finola Kerrigan, Ngan (Emily) Luong and Roger Shannon.21.Institutionalizing Entrepreneurs – The Case of Brazil’s Forum for Cultural RightsVictoria L. Rodner and Pieter Tjabbes22.Dark magi: tales of improvisation, transposition and intellectual cross-pollinationsNoel Dennis and Michael Macauley 23.The role of effectuation and entrepreneurial marketing in the creation of a new art ventureKim Lehman, Ian Fillis and Morgan P. Miles24.Blockbusters and entrepreneurial marketing: Critics’ perspectives on meaning makingRuth Rentschler25.International Entrepreneurial Marketing in the Publishing IndustryRachel Noorda26.Entrepreneurial marketing in the context of strategic management/marketing of arts organizationsTheresa A. Kirchner, John B. Ford and Sandra Mottner27.Lucky Breaks: Unpicking the intersectionalities at play in artistic careersChloe Preece and Nicholas TelfordPart VI Concluding Thoughts28.Handbook of Entrepreneurship and Marketing: Concluding Discussion and Future DirectionsNicholas Telford and Ian Fillis.