MARKETING IN NEW VENTURES: THEORY AND EMPIRICAL EVIDENCE

Marketing is considered to be of utmost importance for the success of new ventures. Therefore, research on entrepreneurial marketing has increased considerably since the late 1980s. Its findings are varied and vibrant, yet also large and extremely fragmented, and a comprehensive theory of entrepreneurial marketing is still lacking.(...)

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Year of publication:	2004-04-01
Authors:	Gruber, Marc
Published in:	INNO-tec - Institut für Innovationsforschung und Technologiemanagement - Ludwig-Maximilians-Universität München Forschung - Publikationen Schmalenbach Business Review 56 (2004) , S. 164 -199
Publisher:	Institut für Innovationsforschung und Technologiemanagement <München>
Subject:	Marketing \| marketing \| Unternehmensgründung \| foundation of an enterprise

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Extent:	36 p. application/pdf
Type of publication:	Article
Language:	English
Classification:	Management and organisation. Other aspects ; Individual Articles ; No country specification
Source:	USB Cologne (business full texts)

Persistent link: https://www.econbiz.de/10005846482