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Brand
Springer Nature
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GTIN
9783658050252
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Product Description

Entrepreneurial Marketing prsentiert die speziellen Mglichkeiten und Anforderungen fr Grnder, Grndungsinteressierte und Studierende an eine marktorientierte Unternehmensfhrung und vermittelt auf diese Zielgruppe zugeschnittene Empfehlungen. Renommierte Persnlichkeiten an der Schnittstelle von Marketing, Innovationsmanagement und Entrepreneurship entwickeln spezifische Anstze des Grndungsmarketings und bauen damit ein erstes Rahmengerst fr ein Entrepreneurial Marketing auf. Neu in der 2. Auflage Alle Beitrge wurden grundlegend berarbeitet und um aktuelle Entwicklungen erweitert. Neu hinzugekommen sind Ausfhrungen zu Geschftsmodellen, dem zu whlenden Geschftstyp und zum Opportunity-Konzept. Ein ganz neuer Teil des Buches widmet sich den Marketing Assets: der Bedeutung von Marken, der Kategorie soziales Kapital und einer grndungsgerechten Market Intelligence-Lsung.

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