The Resource Alternative marketing approaches for entrepreneurs, Björn Bjerke (Linnaeus University, Sweden)

Alternative marketing approaches for entrepreneurs, Björn Bjerke (Linnaeus University, Sweden)

Label
Alternative marketing approaches for entrepreneurs
Title
Alternative marketing approaches for entrepreneurs
Statement of responsibility
Björn Bjerke (Linnaeus University, Sweden)
Creator
Contributor
Author
Publisher
Subject
Genre
Language
eng
Summary
Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures. This book first presents the dominant approach to marketing theory used for the last half a century. After that, it presents an alternative approach to marketing theory by emphasizing how new infrastructures and organizations, including online platforms, influence new ways of linking the formal and informal economies together. Building on fundamental theories of science and methodological issues, Bjerke creates useful theoretical conceptions that can develop a greater connection between practice and research. He argues that as entrepreneurial activity is more accessible than ever it needs a fresh approach to include customers as co-creators and co-extractors of market value. An excellent book for exploring alternative marketing, students and researchers in marketing, social entrepreneurship and wider business and management studies will gain a greater understanding of what it means to be a marketer, customer and user
Cataloging source
DLC
http://library.link/vocab/creatorDate
1941-
http://library.link/vocab/creatorName
Bjerke, Björn
Index
index present
LC call number
HB615
LC item number
.B54 2018
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Edward Elgar Publishing
http://library.link/vocab/subjectName
  • Entrepreneurship
  • Marketing
Label
Alternative marketing approaches for entrepreneurs, Björn Bjerke (Linnaeus University, Sweden)
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Contents: 1. Different times and realities: different thinking -- 2. Knowledge development of business entrepreneurship -- 3. Knowledge development of social entrepreneurship -- 4. Knowledge development of marketing -- 5. Knowledge development of leadership -- 6. Some methodological cornerstones -- 7. Entrepreneurial startups -- 8. Marketing being an independent business entrepreneur -- 9. Marketing being a business intrapreneur -- 10. Marketing being a social entrepreneur -- 11. Summary and conclusions -- References -- Index
Dimensions
unknown
Extent
1 online resource (320 pages)
Form of item
online
Isbn
9781786438959
Media category
computer
Media MARC source
rdamedia
Media type code
c
Specific material designation
remote
System control number
  • (OCoLC)1015243264
  • (OCoLC)on1015243264
  • (UtOrBLW)eep9781786438959
Label
Alternative marketing approaches for entrepreneurs, Björn Bjerke (Linnaeus University, Sweden)
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Contents: 1. Different times and realities: different thinking -- 2. Knowledge development of business entrepreneurship -- 3. Knowledge development of social entrepreneurship -- 4. Knowledge development of marketing -- 5. Knowledge development of leadership -- 6. Some methodological cornerstones -- 7. Entrepreneurial startups -- 8. Marketing being an independent business entrepreneur -- 9. Marketing being a business intrapreneur -- 10. Marketing being a social entrepreneur -- 11. Summary and conclusions -- References -- Index
Dimensions
unknown
Extent
1 online resource (320 pages)
Form of item
online
Isbn
9781786438959
Media category
computer
Media MARC source
rdamedia
Media type code
c
Specific material designation
remote
System control number
  • (OCoLC)1015243264
  • (OCoLC)on1015243264
  • (UtOrBLW)eep9781786438959

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