search query: @author Gruber, M. / total: 8
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| Author: | Gruber, M. |
| Title: | Entrepreneurial Marketing |
| Journal: | Betriebswirtschaft
2004 : JAN/FEB, VOL. 64:1, p. 78-100 |
| Index terms: | small business entrepreneurship marketing literature review |
| Language: | ger |
| Abstract: | This article reviews 5 textbooks and 3 research-oriented books on entrepreneurial marketing (henceforth as: e-mrtg.), which is regarded as one of the key areas of entrepreneurship. As shown through the review, there is no textbook covering all relevant aspects of e-mrtg. in sufficient breadth and depth. Despite the fact that emerging firms face some very specific challenges in their marketing activities, most books are dominated by contents from general marketing. This review of the research-oriented literature uncovers a need for more detailed studies addressing distinct phenomena in e-mrtg (original in German). |
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