Journal of
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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Entrepreneurial Marketing: A Framework for Creating
Opportunity with Competitive Angles
Author(s): Michael J. Swenson, Gary K. Rhoads, David B. Whitlark
Citation: Michael J. Swenson, Gary K. Rhoads, David B. Whitlark, (2012) "Entrepreneurial Marketing: A Framework for Creating Opportunity with Competitive Angles, Vol. 13, Iss. 1, pp. 47 - 52
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Recognizing market opportunities and then developing responsive marketing strategies and tactics are critical for any enterprise. Entrepreneurs, in particular, continually search for and seek to develop opportunities in the marketplace. We present a framework for opportunity recognition and marketing strategy development, designed to integrate marketing theory and practice.
