Entrepreneurial Marketing Mix

  • Robert D. Hisrich
  • Veland Ramadani
Chapter

Abstract

Entrepreneurial marketing activities are essential for every new or established business. This chapter focuses on the marketing tools, such as product, price, place (distribution) and promotion. Then, the differences and similarities of traditional and entrepreneurial marketing elements and contents are discussed. The chapter concludes with a discussion of basic forms of entrepreneurial marketing such as guerrilla, ambush, buzz and viral marketing.

Keywords

Ambush marketing Buzz marketing Distribution Entrepreneurial marketing Guerilla marketing Marketing Price Product Promotion Viral marketing 

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Robert D. Hisrich
    • 1
  • Veland Ramadani
    • 2
  1. 1.College of Business Administration Kent State UniversityKentUSA
  2. 2.Faculty of Business and EconomicsSouth-East European UniversityTetovoMacedonia

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