Rethinking Marketing: The Entrepreneurial Imperative by Minet Schindehutte

Rethinking Marketing: The Entrepreneurial Imperative

Minet Schindehutte, Leyland Pitt and Michael Morris
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For undergraduate and graduate courses in marketing and entrepreneurship. This book rethinks the basic building blocks of marketing with an entrepreneurial perspective.

Publisher Description

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a "what if?" compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing. NOTE: The print may appear lighter in some copies due to the print method used.

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Rethinking Marketing: The Entrepreneurial Imperative

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