Chapter 8: Marketing approaches for independent business entrepreneurs
This chapter, as well as the remaining chapters, discusses how to apply marketing for successful entrepreneurs; in this chapter the focus is on a business-orientated venture. The chapter starts by providing two different rational ways of succeeding as an entrepreneur. One of them is referred to as the sequential marketing approach and the other as the structural marketing approach. Both are generally accepted. The chapter suggests an alternative, in theory as well as in practice, which might be referred to as interactive co-creating marketing. This alternative is based on a very different philosophical foundation, which is social phenomenology.
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