Alternative Approaches to Marketing Being a Business Entrepreneur

Björn Bjerke ()
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Björn Bjerke: Linnaeus University, Sweden

Chapter 2017-08 in The International Entrepreneurship: Trends, Challenges, Achievements. Proceedings of the Eighth International Conference, 6 – 9 June 2017, Varna, Bulgaria, 2018, pp 153-174 from Bulgarian Association for Management Development and Entrepreneurship

Abstract: I think it is fruitful in our modern society to look at marketing being a business entrepreneur as different enough compared with other types of marketing to be treated separately. Furthermore, there is a new approach to marketing coming up next to the dominant rational managerial one. I would like to refer to this new approach as co-creation marketing and I find it useful to discuss this new alternative in terms of the social phenomenological philosophy. This paper discusses rational managerial marketing and social phenomenological marketing as two alternatives being a business entrepreneur.

Keywords: marketing; rationality; social phenomenology; value star; value constellation (search for similar items in EconPapers)
Date: 2018
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