Logo

Synopsis This is probably the first scholarly book dedicated to the interface between marketing and entrepreneurship and to providing numerous research opportunities on truly important issues. At a time when the marketing discipline is being increasingly criticized for too little attention to important topics, this book offers a path for the researcher who wants to make a major impact. The book incorporates a rich collection of articles on the nature of entrepreneurship and its relationship with marketing. This may be the single best array of definitional perspectives ever written, in part because leading contributors to the debate have returned to the task. The second section focuses on market opportunity, but rather than only look at market analysis and idea screening, there is also ground-breaking work regarding entrepreneurial opportunity identification and opportunity recognition.