Marketing and Entrepreneurship: Research Ideas and Opportunities

Hills addresses the unique relationships between the subjects of marketing and entrepreneurship. The process of business creation and the role of marketing therein is the primary focus, although there are numerous intriguing ideas regarding many related topics as well. There is a rich and scholarly discussion of the nature of entrepreneurship in five different chapters, along with a conceptualization of the interface with marketing. Conceptualizing opportunity identification and recognition offe

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