Entrepreneurial Marketing Mix

Robert D. Hisrich and Veland Ramadani
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Robert D. Hisrich: College of Business Administration Kent State University
Veland Ramadani: South-East European University

Chapter 5 in Effective Entrepreneurial Management, 2017, pp 75-99 from Springer

Abstract: Abstract Entrepreneurial marketing activities are essential for every new or established business. This chapter focuses on the marketing tools, such as product, price, place (distribution) and promotion. Then, the differences and similarities of traditional and entrepreneurial marketing elements and contents are discussed. The chapter concludes with a discussion of basic forms of entrepreneurial marketing such as guerrilla, ambush, buzz and viral marketing.

Keywords: Ambush marketing; Buzz marketing; Distribution; Entrepreneurial marketing; Guerilla marketing; Marketing; Price; Product; Promotion; Viral marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-319-50467-4_5

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DOI: 10.1007/978-3-319-50467-4_5

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