Rethinking Marketing: The Entrepreneurial Imperative

by Minet Schindehutte, Michael Morris, Leyland Pitt

This book rethinks the basic building blocks of marketing with an entrepreneurial perspective. Asks questions suing a "what if?" compass in which the emphasis is on asking the right questions, rather than finding the right answers. For entrepreneurs looking to make sense of the many new contributions that have redefined marketing. NOTE: The print may appear lighter in some copies due to the print method used.

384 pages, Paperback

First published December 31, 2007

Reviews

[Kyle]

Read as part of my Entrepreneurial Marking course at the University of Oregon, Spring 2010