Entrepreneurship Marketing: Principles and Practice of SME Marketing - Softcover

9780415573764: Entrepreneurship Marketing: Principles and Practice of SME Marketing

Softcover

ISBN 10: 0415573769 ISBN 13: 9780415573764

Publisher: Routledge, 2010

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Review:

'This book on Entrepreneurship Marketing is a timely addition to the growing literature on Entrepreneurship. The depth and breadth of coverage of marketing in the book by eminent authors is excellent. The layout and succinctness of the chapters allows the reader to quickly absorb new materials and ideas. This book will offer valuable insights to budding entrepreneurs in developing their ideas to successful fruition within a global context. The editors, Sonny Nwankwo and Ayantunji Gbadamosi have done an excellent job in producing such a useful and exciting book.'

Ashok Ranchhod, Southampton Business School, UK

'This book is an essential guide to marketing for small and medium sized enterprises (SMEs) with lessons about what works and what doesn't. Its particular value rests in the insights that it offers into the importance of social networks, socio-cultural values and the marketing challenges of multi-culturalism.'

Jan Druker, Canterbury Christ Church University, UK

About the Author:

Sonny Nwankwo is Professor of Marketing and Director of Research and Enterprise at the University of East London, UK. He is Editor of the International Journal of Applied Management and has authored numerous books including Cross-Cultural Marketing for Cengage Learning.

Ayantunji Gbadamosi is a Senior Lecturer of Marketing at the Royal Docks Business School of the University of East London, UK. His research interests are: SME marketing, marketing communications, consumer involvement, and children and marketing activities.

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