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Review of B. Bjerke and C.M. Hultman, 'Entrepreneurial Marketing: the Growth of Small Firms in the New Economic Era'

Shaw, E. (2004) Review of B. Bjerke and C.M. Hultman, 'Entrepreneurial Marketing: the Growth of Small Firms in the New Economic Era'. International Small Business Journal, 22 (1). pp. 110-113.

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Abstract

In writing Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era, Bjerke and Hultman address an emerging area within the marketing discipline which has received significant research attention both within the USA and Europe. Their book provides a comprehensive overview of the interface between marketing and entrepreneurship and discusses the impact that an entrepreneurial approach to marketing can have on the growth of small firms. Presented across 10 chapters, this book builds upon research at the marketing/entrepreneurship interface to provide a comprehensive understanding of the authors' understanding of what 'entrepreneurial marketing' is and what is required within the organization to acquire and support an entrepreneurial marketing approach.