Tóm tắt
Considers the need to relate marketing and entrepreneurship in
terms of areas such as innovation and product development. Examines the
impact that marketing and its sales orientation can have on the creation
of wealth and resources, e.g. the focusing of the entrepreneurial spirit
to achieve tangible results. Concludes that the development of an
entrepreneurial process encompassing specific marketing tools such as
product development will maximize a firm′s performance.
