Entrepreneurial Marketing: A Framework for Creating Opportunity with Competitive Angles
Keywords
opportunity recognition, marketing strategy, entrepreneurship
Abstract
Recognizing market opportunities and then developing responsive marketing strategies and tactics are critical for any enterprise. Entrepreneurs, in particular, continually search for and seek to develop opportunities in the marketplace. We present a framework for opportunity recognition and marketing strategy development, designed to integrate marketing theory and practice.
Original Publication Citation
"Entrepreneurial Marketing: A Framework for Creating Opportunity with Competitive Angles", Journal of Applied Business and Economics, Edition 1, Volume 13, Pages 47-52, North American Business Press, West Palm Beach, Florida, 2012.
BYU ScholarsArchive Citation
Swenson, Michael; Rhoads, Gary K.; and Whitlark, David B., "Entrepreneurial Marketing: A Framework for Creating Opportunity with Competitive Angles" (2012). Faculty Publications. 8601.
https://scholarsarchive.byu.edu/facpub/8601
Document Type
Peer-Reviewed Article
Publication Date
2012
Publisher
North American Business Press
Language
English
College
Marriott School of Business
Department
Marketing
Copyright Use Information
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