Contributors from the English speaking world shed light on current theories on entrepreneurial marketing, which is defined here as marketing in new ventures or SMEs; entrepreneurship activities
within larger organizations; and innovative marketing strategies that provoke market change. Part A reviews theories and perspectives, touching on areas such as contextual marketing,
entrepreneurial marketing orientation in SMEs, and entrepreneurial capital and networks. Part B describes practical approaches to entrepreneurial marketing, with material on market creation as
an entrepreneurial marketing process, social media and customer relationships, and branding for start-ups. The book is for researchers, advanced students, and practitioners with an academic
background. Sethna is affiliated with the University of Bedfordshire. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)
