Entrepreneurial approach as a change agent to the process of market planning.
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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.
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.