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However, others say that it is ‘not susceptible to definition, codification, diagnosis or methodology because it simply is.’  (Hayes 1996: xiv).  It is about

• relationships not transactions
• trust not trade
• long term not short term
• people and communication  

The context
There seem to be two poles of thought on human existence and behaviour in society, ranging from John Donne at one end of the spectrum to Margaret Thatcher at the other:

“No man is an island, entire of itself”    Vs    “…there is no such thing as society. 
There are individual men and women, and there are families.”

  - John Donne  (1571-1631)  - Margaret Thatcher  Women’s Own 31 October 1987

Compare the views of these individuals with the interpretations of the psychologist or psychotherapist. One opinion might be that the human being exists and operates only in relation to others; just as no business can survive, let alone thrive, outside a network of other organisations, and indeed, customers.

Some key questions remain for managers, management trainers and Business Schools.  Can such skills be taught, and if so, how?

Reading
Boyle, D. (1999) Funny Money: In Search of Alternative Cash, London: HarperCollins.
Burns, P. (2007) Entrepreneurship and Small Business, London, Palgrave.
Curran, J., and Blackburn, R. (1994) Small Firms and Local Economic Networks: the Death of the Local Economy?, London: Paul Chapman
Drucker, P. F. (1997) Managing in a time of great change , London: Butterworth Heinemann
Felsher, M. (1996) Working Alone: Making the Most of Self-Employment , New York: Berkley
Kelly, K. (1998) New Rules for the New Economy: 10 Ways the Network Economy is Changing Everything, London: Fourth Estate.
Shaw, E. 'Network Constructs - a Tool for Assessing the Relational Impact on the Development of Small Firms.' MEG/UIC/AMA  Special Interest Group Symposium on the Marketing and Entrepreneurship Interface , Dublin.
Shaw, E. and S. Conway (2000). ‘Networking and the Small Firm’ Enterprise and Small Business: Principles, Practice and Policy S. Carter and D. Jones-Evans. Harlow, Pearson Education Ltd: 367-383.
Stokes, D. and Wilson, N. (2006) Small Business Management & Entrepreneurship, London, Thomson Learning.
Thorelli, H. B. (1990) 'Networks: Between Markets and Hierarchies' in D. Ford, (ed.) Understanding Business Markets, London: Dryden.

MARKETING FOR ENTREPRENEURS

Unit 6 Towards a marketing mix: Promotion and Word of Mouth (WOM)

Activity: 
Case studies.

Objectives:
• To consider the nature of the promotion, the growing importance of word of mouth and approaches to understanding its role
• To appreciate some of the particular problems faced
• To address some of the practical issues, provide examples of behaviour, and highlight some approaches in managing the situation

Reading
Burns, P. (2007) Entrepreneurship and Small Business, London, Palgrave.
Carter S. & Jones-Evans D. (2000) Enterprise and Small Business: Principles, Practice and Pol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。