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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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Index

Björn Bjerke

act 2930, 105, 176, 177
American Marketing Association (AMA) 78
authentic leadership 989
behave 289, 176, 177
brand building 2279
bricolage 10, 13840, 14045, 175, 184, 233, 253, 255
business entrepreneurs
definition 2, 19
personality traits 1516
thinking and behaviour 1718, 278
business entrepreneurs and social entrepreneurs
differences 42, 1712, 2357, 256
business entrepreneurship
contextual theories 1820, 356
and customers 212
as a function 1315
results and effects 2021
business idea 17981
business sector 2, 18
capital views 8, 68, 148, 176, 256
causation 141, 175, 189
circumstantial world 29, 130, 175, 188, 203, 230, 256
citizen capital 46, 47, 51, 647, 138, 176, 235, 237, 256, 257
citizen enterprisers 2, 39, 40, 49, 50, 155, 237, 238
citizen entrepreneurship results and effects 489, 238
citizen innovators see public entrepreneurs
citizen sector 2, 56, 18, 1434, 67
growth 26, 44, 2345
citizenry 51, 149, 159, 171, 239, 240, 259, 260
co-creation marketing 8991, 1635, 186, 21323, 233
creative destruction 15, 140, 256, 260
customers 1559
demands 2, 18, 22, 26, 30, 33, 72, 75, 80, 110, 152, 154, 176, 181, 236
depleted community 612, 144
dialogues 7, 88, 92, 115, 125, 1337, 1567, 175, 188, 204, 21011, 215, 216, 218, 219, 222, 223, 233, 2578, 259
entrepreneur
my definition 9, 245, 323, 47, 139, 171, 174, 1823, 187, 189, 235
entrepreneurial metaphors 3032, 237
entrepreneurial startups
bricoleurially 1414
rationally 14041
entrepreneurial ventures
different kinds 1
entrepreneurs
different kinds 1819
as history makers 2068
as language makers 2056
entrepreneurship
the limited view 268, 33, 367, 14041, 170, 174, 189, 230
and management 256, 31, 33, 34, 174
the more extended view 268, 336, 37, 1412, 17071, 174, 189, 2034, 232
prosaic view 334, 184, 255
everyday reality 37, 121, 1234, 125, 184, 204, 207, 255
explaining (entrepreneurship) 37, 125, 127, 128, 175, 188, 230
face-to-face conversations 20911
followership 99104
formation process 5, 175, 185, 235, 236
goals-rationality see causation
goods-dominant logic 912
governance 4, 52, 59, 679, 167, 176, 222, 223
hyper-realities 8, 211
innovate 235, 119, 1723, 174, 1923, 197203, 2089, 219, 226, 236
intentionality 124, 127, 13031, 155, 159, 184
international marketing 8081, 178
Internet 3, 8, 19, 81, 92, 114, 150, 156, 176, 190, 197, 209, 215, 216, 217, 220
interpretations 159, 176, 188, 233
interpretative schemes 124, 125, 1267, 155, 15960, 184
see also thinking social phenomenologically
interviews 125, 127, 1336, 137, 175, 188, 195, 230
intrapreneurial startups 1457, 2256, 227
intrapreneurship
definition 1, 18, 225
knowledge society 3, 78, 172, 176, 235
language
role of 8, 112, 122, 172, 175, 204, 255, 2578
language development 127, 160, 184, 1889, 205, 208, 211, 255
language typification 122, 124, 127, 15960, 184, 188, 204, 255, 257
leaders
and followers 99106
personality traits 95
leadership
contextual theories 978
definition 94
as a function 945
results and effects 989
styles 97, 98
thinking and behaviour 957
life world see everyday reality
local community development
and entrepreneurship 5864
influencing factors 589
managerial marketing 10, 75, 779, 81, 15051, 17383, 188, 226
sequential model 1913
structural model 1935, 23032
market
as concept 15055
as forum 1523, 154, 156, 179, 215, 217, 255
as place 151, 179
as space 15051, 179
as target 1512, 154, 179
market orientation 845
marketers
personality traits 757
marketing
contextual theories 7981
and customers and/or users 8291
as a function 715
results and effects 812
thinking and behaviour 779
marketing 4Ps 77, 79, 182
marketing planning 812, 182, 18991, 230
meaningful world 30, 46, 116, 121, 130, 175, 176, 188, 203, 233, 253
see also social construction of reality
means-rationality see effectuation
middlemen 13, 64, 72, 75
models 4, 7, 34, 51, 81, 111, 112, 12930, 140, 142, 145, 147, 176, 179, 183, 188, 189, 191, 1934, 195, 230
natural acts 1389
needs 2, 75, 110, 235, 236, 237, 252, 253, 255, 260
networking 56, 8, 22, 45, 657, 89, 138, 139, 1435, 1568, 16571, 1767, 185, 209, 218, 229, 253, 2567, 25960
opportunity recognition 1718, 33
paradigm 6, 58, 78, 80, 87, 89, 10811, 179, 180, 227, 261
place (as part of 4Ps) 77, 79, 182, 183
place (unlike space) 7, 537, 58, 623, 203
place vitalization 7, 19, 51, 149, 155, 25960
postmodern 5, 7, 9, 11415, 166, 178, 185, 21113, 2356
prosumer 3, 8
public entrepreneurs 2, 40, 49, 50, 53, 57, 60, 63, 1489, 151, 155, 15960, 179, 183, 186, 235, 237, 23860
cases 24052
and public places 2524
public places 19, 50, 52, 149, 159, 172, 179, 239, 240
public sector 2, 18
rationalism paradigm 9, 11112
relationship marketing 22, 80, 869
retrospectivity 125
self-employment 235
sense-making 126
service-dominant logic 912
servicification 80, 178
social capital see citizen capital
social construction of reality 115, 116, 119, 1214, 125, 140, 142, 144, 170, 176, 180, 188, 204, 209, 233, 260
social constructionism paradigm 9, 11519, 1214, 126
social economy see citizen sector
social entrepreneurial startups 1478
social entrepreneurs
areas of operation 445, 236
definition 2, 19
kinds of 2, 38, 41, 42, 237
thinking and behaviour 446
social entrepreneurship
contextual theories 467
measuring its effect 489
social exclusiveness 512, 58, 59, 239, 240
social intercourse scripts see interpretative schemes
social phenomenological marketing 1739, 1836, 1889, 20313, 2323, 2548
social phenomenology paradigm 1214, 126
space (unlike place) 534, 56, 57, 58, 62
symbolic interactionism 11921
technology 58, 162, 163, 166, 210, 211
thinking
interpretatively 7, 114, 116, 118, 120, 125, 129, 142, 175, 176, 180, 188, 189, 233
mythically 7, 9, 235
rationally 7, 9, 70, 94, 1024, 13843, 175, 177, 178, 17980, 183, 230
social phenomenologically 70, 94, 1046, 1414, 15960, 187, 204, 208, 230
symbolically 7, 9, 82, 86, 121, 175, 211, 235
thinking social constructionistically see thinking social phenomenologically
third sector see citizen sector
transactional marketing 856, 183, 230
understanding (entrepreneurship) 37, 125, 127, 130, 1323, 175, 188, 204, 233
users 30, 49, 57, 155, 160
value chain 14, 23, 57, 73, 92, 151, 154, 1623, 165, 177, 178, 179, 214, 2223, 230, 231, 232
value co-creation 83, 92, 149, 1525, 1567, 159, 166
value constellations 90, 149, 163, 164, 175, 177, 178, 214, 233, 258
value creation 16065, 166
value star see value constellations