Entrepreneurial approach as a change agent to the process of market planning.
No Thumbnail Available
Open Access Location
Authors
Bhatt, R.
Joshi, R.
Hebblethwaite, D.
Keywords
Market planning
Entrepreneurship
Entrepreneurial marketing
Business
Entrepreneurship
Entrepreneurial marketing
Business
Description of form
Publisher
Rights
Rights holder
Issue Date
2007
Peer-reviewed status
Type
Conference Paper
Abstract
This paper develops a conceptual framework using the entrepreneurial approach for marketing planning that could be effectively used by our entrepreneurs/businesses. The model proposed draws from well-known frameworks on marketing planning and the entrepreneurial process, and synthesizes relevant theories from these disciplines (Morris et al: 2001; Brooksbank: 1999; Kotler: 2000, Guilitinan et. al. 1997) into a practicable concept. Methodology used includes secondary data from literature searches of entrepreneurship and strategic marketing disciplines.
Citation
Bhatt, R., Joshi, R., & Hebblethwaite, D. (2007). Entrepreneurial approach as a change agent to the process of market planning. In New Zealand Applied Business Education Conference, Dunedin, New Zealand.