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Reissued to accompany Stephen Greenblatt's The Swerve: the epic poem that changed the course of human thought forever. This great poem stands with Virgil's Aeneid as one of the vital and enduring achievements of Latin literature. Lost for more than a thousand years, its return to circulation in 1417 reintroduced dangerous ideas about the nature and meaning of existence and helped shape the modern world.
Written by a pioneer of the discipline, this core textbook provides students with a range of tools and techniques to identify and explore entrepreneurial opportunities. Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this second edition of Entrepreneurial Marketing applies marketing and entrepreneurial theory to organisations of all sizes. Traditionally entrepreneurial marketing has been perceived as the domain of small firms, but this textbook also considers major international companies, analysing their sustained growth and financial success in an increasingly difficult consumer environment. Written by a highly experienced instructor and researcher in the field, this will be an essential resource for students taking modules in entrepreneurial marketing at undergraduate, postgraduate and MBA levels. It will also be valuable for students taking courses on marketing, entrepreneurship and management strategy. New to this Edition: - Revised and updated throughout to take into account new developments in the field - Includes up-to-date and innovative coverage of the public sector, digital marketing and social media