entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in … the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products …. Classic core marketing concepts, such as segmentation, positioning, and the marketing mix undergo an 'extreme makeover' in the …

understand what 'rules' need breaking. Subsequent chapters cover the marketing mix, innovation management, and compare large …, management and marketing. "-- … private or public sector organisation by focusing on the concept of entrepreneurial marketing, across all aspects of the …