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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 8: Marketing approaches for independent business entrepreneurs

Björn Bjerke


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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