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R>Phillips, M. and Rasberry, S. (1990) Marketing without Advertising, Berkeley: Nolo Press.
Weinrauch, J. D., Mann, O. K., Robinson, P. A. and Pharr, J. (1991) 'Dealing with Limited Financial Resources: a Marketing Challenge for Small Businesses', Journal of Small Business Management, 29, 44-54.
Stokes, D. (2006) Marketing, in: S. Carter and D. Jones-Evans (eds) Enterprise and Small Business: Principles, Practice and Policy, Harlow, Prentice Hall..

 
         MARKETING FOR ENTREPRENEURS

 

Unit 4  Innovation and New Product Development

Activity:

Case study work.

Objectives:
To understand the potential and actual contribution of small enterprises.
To be appreciate some strategies in new product development
To consider and analyse issues in creativity

Reading
Blechman, Bruce & Levinson, Jay Conrad (1991) Guerrilla financing: alternative techniques to finance any small business Houghton Mifflin
Burns, P. (2007). Entrepreneurship and Small Business. London, Palgrave.
Carter S. & Jones-Evans D. (2006) Enterprise and Small Business: Principles, Practice and Policy. Pearson Education Ltd, Harlow
Lang, J. (2001) The High-Tech Entrepreneur's Handbook : How to Start and Run a High-Tech Company, London, FT.COM.
Rich, Stanley R & Gumpert, David E  (1995) Business plans that win $$$  Harper & Row

MARKETING FOR ENTREPRENEURS

Unit 5 Networking

Objectives
• to understand and be able to define what is meant by ‘networking’ in the context of the smaller enterprise and its marketing situation
• to appreciate some of the key issues and challenges in networking

Networks and Networking
“Networking” is very much an everyday word and like many other words it is used so often in so many different circumstances that it can contain several meanings rather than one, and consequently have little meaning rather than much. On the level of things mechanical, there are of course networks of computers and telephones.  In relation to personal selling and related activities, we hear people say that they are ‘doing some networking’ and indeed owner-managers seem to use that term (Shaw 1997).  But what do they mean?  It is essential to distinguish between the network itself, which is a social construct; and networking, the activity which fosters, maintains or uses the relationships among people.  Broad definitions might say something like, a network is an ‘association of people with shared interest(s), background, aim or almost any bond imaginable - which is prepared to make use of individual members” (Heald 1985).  To use this social asset is to network, that is “to take advantage of or exploit friendship, contact or similar link in order to by-pass usual channels.”  

Examples of such contemporary ties in everyday life might include the ‘Old Boy Network’, occupational networks or ‘Horizontal and Vertical Networks’.  A network in this context has been defined as “two or more organisations involved in long term relationships” (Thorelli 1990).  More recently, Peter Drucker has used the term ‘network society’ as a means of highlighting the increased importance of independent contractors and outsourcing (Drucker 1997:63).  The modern business environment has be本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。