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Alternative Marketing Approaches for Entrepreneurs

Björn Bjerke

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures.
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Chapter 6: Some methodological cornerstones

Björn Bjerke

Extract

This chapter lays the foundations for the rest of the book. Based on the author’s belief of the importance of acquiring a basic and solid philosophical comprehension of all kinds of human knowledge, this chapter examines two strictly different approaches of using marketing for entrepreneurs in terms of knowledge problems, relevant theories of science, adequate paradigms, rationalism, social phenomenology, explaining and understanding, interviews and dialogues.

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